Maria states:
 Why is  it that we feel we have to give the moms a little gift when they
leave the
 hospital, isn't having their baby enough?  Is it that we feel a need to
 compete with the formula companies ?  Do you really think we can compete
with
 the millions of dollars they have to spend on their discharge packs?

Dear Maria, I couldn't agree with you more, and please don't worry you did
not offend me at all.  Having their baby SHOULD be enough.  It certainly was
for me. BUT we ARE competing with the formula companies.  They have done
their marketing research very well and they KNOW these free gifts bring them
$$$s AND customers.   And,  "yes" I think we can compete.  The sin is in not
trying.  This is, in reality, a war with the prize being the heart and mind
and purse of the mother plus the health and well being of both mom and  baby.
 At the smaller of the 2 hospitals where I work I began trying to get rid of
the gift packs given to the mothers.  The staff jumped all over me.  "You
mean you want us to stop giving the new mothers PRESENTS?  New mothers
DESERVE presents!!!"  I've watched and the nursing staff enjoys carrying this
huge armload of pink and blue bags into the moms room as much as the moms
like gettign them.  THEY feel like the gift givers and thoroughly enjoy
receiving the thanks and appreciation from the parents.   I have learned with
this and other issues you have to move people in the direction you want them
to go gradually, and sometimes with substitution, just as you do with a child
that wants someting inappropriate for them:  you give them other appropriate
choices as you spirit away the bad choice.  I would LOVE it if we just gave
the mother good information and the attention she needs, but there is no way
many of us can convince our hospitals to stop the huge bags of goodies   they
give to moms unless we come up with something they think is equally good
"present-wise" and as satisfying for them.  This is just 1 strategy to reduce
the influences that lead moms AWAY from breastfeeding.

  Also, if you choose to do discharge packs you
 have to be able to keep the program going year after year, affording certain
 items, getting donations, having them put together and distributed properly.

I know what you are saying, BUT that is why we are looking for groups to help
with the effort. AND just changing the routine, stopping the formula
discharge gift packs, providing a better substitute is a beginning to being
baby friendly.  Maybe the next step is to let them die out and have NO
discharge packs.  (I doubt this though--too much commercial potential
here--new parents love to buy stuff for their baby and businesses love to
market to them--I think this will be a loooooong battle) I know all programs
don't last, or are too time consuming, but if you don't start and take the
first step you won't get anywhere.  Forgive me but this is a common excuse
not to do or start something.  Often is it because the task looks to
daunting.  We need help to do this.  We have to work together.  Get those
volunteer, & women's groups, etc. busy on this.

 I think for the general population (moms who have more than enough material
 things) a breastfeeding discharge pack is a waste of time and money and
 should only be restricted to the low income population who could really use
 the items enclosed.

I agree again Maria.  We need ideas, and I hope everyone shares their ideas
to accomplish this.   Marsha Walker has a great handout on ridding your
institution of formula gift packs  <[log in to unmask]> (Thanks Marsha, mine
just came!) that she will send you if you send her a SASE.  But the hospitals
I work with are not about to stop giving the moms free gifts because little
ol' me says they souldn't.  I'm going to have to come up with some creative
ideas to "wean" them off these.  Also the gift packs are aimed at the moms
with money, but I'm sure they affect the brand loyalty moms in all economic
strata.

 I'd rather see the money and effort going towards what BF moms really
 need...someone competent, they know they can call anytime for support and
 assistance if nec.

I would too.  That's where you should put your efforts.  Let someone else
tackle this issue in your area. Don't feel compelled to do this.  I am just
collecting ideas for those of us who want to confront this.  You take what is
useful for your situation.

 Sorry, I hope I have not offended anyone..I am just so sick and tired of the
 commercialism and exploitation surrounding the marketing of new mothers and
 babies and just don't want to see our profession getting "sucked in" with
it.

You are right again.  But what are we to do as long as others, less caring,
market heavily and SUCCESSFULLY to the mothers?  We need strategies, tactics,
and plans to counter theirs on ALL the fronts where the moms and babies are
threatened.  It really is a battle with innocent victims.

Jane Bradshaw RN, BSN, IBCLC
Lynchburg, VA