Date: June 4, 2004
For Release:  Immediately
Contact:  HHS Press Office
(202) 690-6343
Ad Council Press Office
(212) 984-1964


PUBLIC SERVICE CAMPAIGN TO PROMOTE BREASTFEEDING AWARENESS LAUNCHED
Emphasizes "Babies were born to be breastfed"

The U.S. Department of Health and Human Services' Office on Women's Health
(OWH) and the Advertising Council announced today the launch of a new
national campaign that encourages first-time mothers to breastfeed
exclusively for six months.  "Babies were born to be breastfed," the
campaign tag line, memorably summarizes the clear recommendation contained
in the new public service announcements (PSAs).

"Like our campaign says, 'Babies were born to be breastfed,'" Secretary
Thompson said. "Breastfeeding exclusively for six months is a powerful way
to get a newborn off to a healthy start in life. Hopefully, this campaign
will provide mothers with the information and the motivation to breastfeed."

The United States has one of the lowest rates of breastfeeding in the
developed world.  While most new mothers initiate breastfeeding, more than
one-half discontinue by six months.   Recent studies have shown that
breastfed babies are less likely to develop ear infections, respiratory
illness and diarrhea and may have reduced risk for childhood obesity.

"New parents are often discouraged from breastfeeding because of confusion
about duration and doubts about their ability," said Acting Assistant
Secretary of Health Cristina Beato, M.D.  "These new public service
announcements speak to parents clearly about the consequences of not
breastfeeding, which may help encourage more mothers to initiate and
continue to breastfeed exclusively for six months."

Increasing the proportion of mothers who breastfeed their babies is one of
the goals in Healthy People 2010, which lays out our nation's objectives for
improving public health.  The goal is to increase the proportion of mothers
initiating breastfeeding in the early postpartum period to 75 percent by
2010, up from the current level of 70 percent.  In addition, the goal is to
have 50 percent of mothers continuing to breastfeed at six months by 2010.
Currently, only 33 percent of mothers are breastfeeding at six months.

"We are proud to partner with the Office on Women's Health to communicate
the extraordinary benefits of breastfeeding," according to Peggy Conlon,
president & CEO of the Advertising Council. "The new PSAs are unique and
captivating -- they depict the reduced risks for children if their mothers
breastfeed and I believe the media will generously support the campaign."

Research has shown that many women know that breastfeeding is the best
nutrition for babies.  This knowledge has not translated into changed
behaviors, and breastfeeding rates have hit a plateau.  Parents did not
perceive a real consequence to opting out of breastfeeding.  Based on this
research, these PSAs take a new approach.  The campaign seeks to build
confidence while highlighting the consequences of not breastfeeding.
Through the tag line "Babies were born to be breastfed," the PSAs put forth
a message that is both empowering and compelling.

The campaign includes television, radio, newspaper, magazine and outdoor
PSAs that communicate the importance of breastfeeding.  All of the PSAs
conclude with the campaign tagline and direct audiences to talk to their
health care provider or contact the National Women's Health Information
Center's free breastfeeding helpline at 1-800-994-WOMAN or visit the Web
site at www.4woman.gov.

Consistent with the Ad Council model, the PSAs will be distributed to 28,000
media outlets nationwide and will run and air in advertising time and space
that is donated by the media. The PSAs will be available Monday at
www.4women.gov or www.adcouncil.org.

The Office on Women's Health in the Department of Health and Human Services
is the government's champion and focal point for women's health issues, and
works to redress inequities in research, health care services, and education
that have historically placed the health of women at risk.  The Office on
Women's Health coordinates women's health efforts in HHS to eliminate
disparities in health status and supports culturally sensitive educational
programs that encourage women to take personal responsibility for their own
health and wellness. To learn more about the OWH, visit its Web site at
www.4woman.gov/owh.

The Ad Council is a private, non-profit organization with a 60-year history
of marshalling volunteer talent from the advertising and media industries to
deliver critical messages to the American public. The Ad Council has
produced thousands of public service campaigns that address the most
pressing social issues of the day. Ad Council icons and slogans are woven
into the very fabric of American culture -- from Smokey Bear's "Only You Can
Prevent Forest Fires" and McGruff the Crime Dog's: "Take A Bite Out of
Crime," to the United Negro College Fund's: "A Mind is a Terrible Thing To
Waste," and "Friends Don't Let Friends Drive Drunk." The Ad Council has
received more than $1 billion in donated media for its campaigns each year
since 1998. To learn more about the Ad Council and its campaigns, visit its
Web site at www.adcouncil.org.

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