Dear Sirs and Madams,
        I am writing to express dismay at your use of a baby bottle in your
new ad for AXA/Equitable.  If a father wants to protect and take of his son
throughout his life, he will do everything he can to support his wife in
breastfeeding their son.  Infant formula is a well-known health risk for
children, as it increases the incidence of many diseases and death not only
in early childhood, but throughout life.  To equate AXA/Equitable with a
father placing his child at risk of disease is counter-productive, I would
think.  It would be a simple thing to reshoot the commercial showing the
father bringing his wife a sandwich and a glass of juice as she sits in a
rocking chair nursing the baby.  The voice over could say: "You supported
your wife as she breastfed your son -- giving him the very best start in
life.  Continue to protect him throughout his life with AXA/Equitable."



Katherine A. Dettwyler, Ph.D.
Associate Professor of Anthropology and Nutrition
Texas A&M University