I use to say breastfeeding sells itself, we don't need social marketing.  I
still say it but obviously I have a minority viewpoint.  The AdCouncil is a
private, non-profit company whose goal is to effect positive social change
through the media.  Yet this AdCouncil is funded by major industries.  I believe I
read that $5 million was raised last year.  The infant formula industry has
invested in this agency--two infant formula companies are on the Board of
Directors (95-member Board )--Bristol Myers Squibb (Mead Johnson) and Novartis
(Gerber).  Also one of the BOD represents Ogilvy & Mather which is the largest
marketing communications network and one of their  clients is Nestle.

One of the reasons for the WHO Code was to level the playing field between
this industry and breastfeeding.  Yet how can that field be leveled, if that
industry is "gifting" the media outlets?  And what are we doing when we request
support from a company that is partly funded by our "competitors?"  Will an ad
campaign by this company reflect the social change we, the breastfeeding
community would like to see?  Or will it reflect the social change that the
industry wants portrayed? Are we welcoming a Trojan Horse?
Valerie W. McClain, IBCLC

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