I'd like to comment on the 6/14/98 ad in the NY Times for your University
Institute for Children's Health.  The ad showed a doctor holding an
infant.  At his feet were an oversized baby bottle and a large teddy
bear.  The ad copy reads  "All babies need food and love to grow.  Bruno
also needed complex intestinal surgery."

The symbolism is clear;  bottle = food,  teddy bear = love.  This
symbolism, showing bottlefeeding as the norm, and so pervasive in the
media, needs to be changed.  The AAP Policy Statement recently urged
pediatricians to "encourage the media to portray breastfeeding as
positive and the norm."

I know that not all babies are breastfed.  However, health care providers
all need to work together to increase breastfeeding rates.   And surely
breastfeeding and breastmilk  would benefit a child needing complex
intestinal surgery.   Therefore, I recommend that either a breastfeeding
photo be used, or the bottle left out of the ad.   As for the teddy bear
- OK, I know some kids have them as "loveys" - but let's not substitute
that for the baby's parents!

Laurie Wheeler, RN, MN, IBCLC
Louisiana Breastfeeding MediaWatch Coordinator
3408 Acorn Dr
Violet LA  70092
mailto:[log in to unmask]