A very good discusion about the content of the new ads, is going on at the
mothering.com forum, for anyone interested.
http://www.mothering.com/discussions/showthread.php?p=1557669#post1557669
Here's a few more of my thoughts:
1. Some think the ads were too shocking, too bold. You know what? - the
ads and the expose only made it to 20/20 BECAUSE the ads were "over the
top". And unfortunately, maybe it took "a bomb going off" to get peoples
attention to this topic. I think 20/20 was only interested in the story
because of the great "visuals" of the story.
If we had started with a "subtler" ad, the formula co's may not have fought
it, and the story wouldn't have made it onto 20/20. I'm NOT saying this was
all done intentionally.
But we have seen how a bad situation can turn into good PR. Remember, a few
years ago, the Australian Breastfeeding Association released a TV ad that
showed a bfing toddler nursing and then speaking to the camera. It caused
some contraversy, but in the end it was very good publicity.
Actually, when I think about it now, we should be thankful that the formula
co's interfered. Had they not, the ads would have gone out, and the only
discussion and contravery would have been that the "breastfeeding advocates"
were too pushy and mean in producing these strong ads. But with the formula
co's getting involved, and it being exposed, at least some moms may have
their eyes opened to the whole formula industry and its marketing practices,
and some of this anger will be targetted to the formula co's.
2. I have no problem with how strong the ads were - the "wiessingerized"
statements of risk, etc, or even the bold visuals. I'm NOT saying that the
risks should be hidden, or the ads should be watered down.
I'm just saying that they should have shown more people than just the moms -
as they are now, it looks like it is entirely the mom's fault if she formula
feeds.
A mom at mothering.com suggested:
"Instead of telling mama that feeding her baby formula is like riding a mech
anical bull when pg, maybe we should tell daddy this. "Hey dad, you wouldn't
encourage your baby's mom to skydive when pg, why the heck would you
encourage her to formula feed? You don't want your baby to get leukemia, ear
infections, etc. Be a man; take care of your kid; do the right thing;
support your baby's mom; and don't let anyone tell her that she can't bf -
you have the power to help her save your baby's life & health." Show dad
encouraging his 8 month pg girlfriend or wife to jump out of a plane, then
compare that to him encouraging her to formula feed."
The thing I worry about a bit, is if moms think they are being VERY
aggresively pushed to breastfeed - some of the very stubborn ones will
formula feed - just that same as the very stubborn of us, fight to
breastfeed, now!!!
As that same mom on mothering.com said:
"when someone tells me that I can't do something, I am more inclined to
prove him/her wrong than believe it."
That's what will happen with some of the moms who formula feed. That's why
ultimately, we must support the idea of informed decision making - give moms
the information and let them choose.
The ads are unfair to the formula feeding moms from the past, who weren't
given much help and had few choices, and can't go back and change anything.
That's why I wish the ads had shown others who must take partial
responsibility for moms not breastfeeding.
I don't think strong ads are bad, I just think we need to be careful to make
sure the anger can be correctly directed at those responsible for some of
the mistakes of the past - the health system, society, the formula co's,
etc - not JUST the moms, themselves. I'm not worried about "guilt", I just
think we need to spread this wonderful change-motivating "guilt" around a
bit!
Someone here said that "this is the way we must do it, here in America" -
shock women into getting angry, and then they will fight for the laws and
support. But I wish the ads had "pointed the finger" towards where these
women should be directing their anger - as it is now, they can only blame
themselves, or the makers of the ads.
So, I guess the next step, is to help the moms to identify and direct their
anger and energy to change those things that were/are obstacles to their
success in breastfeeding.
Janice Reynolds
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