I think in order to market breastfeeding to the masses, we need to step 
back for a moment and shelf what we know about all of the wonderful and 
important physical, mental and psychological advantages of breastmilk and 
keep it simple. Real simple. It's Free. Free food for your baby, period. 
What formula company can compete with that? And how many other words in 
today's society can get as much attention as the word, 'FREE'?? It's the 
hook we've got to set first, the rest will follow. People will soon find 
out all of those wonderful things that we know. You're not going to get 
the economically disadvantaged parents that are eating poorly by the 
word, "healthy", "best for baby". You're not going to reach those that 
have grown up without knowing what it was like to truly be loved, by 
talking about "closeness and a better bonding with your baby," etc. We all 
want to get something 'for free'. In no way am I undermining previous 
advertising messages, strategies, etc. It's time to get slick--a new 
angle, and try something different. Something that everyone can relate to 
in our ever-so money driven society (no matter what country we're talking 
about). If we have to 'stoop' in a way, by using this angle, then so be 
it. 
So, the question now is...who will fund a television and print campaign? 
Point me in the right direction. The ideas keep me up at night, and it's 
time to move ahead.
Thanks for reading,

Mary Ellen McNeal, LC Intern, Mother of four
Former media marketing professional
Knoxville, TN

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