Nikki and Lactnetters,

 

The rumor that "breastfeeding experts were not invited to create the new Ad
Campaign, because they would have been too nice and too gentle" is SO NOT
TRUE! Breastfeeding experts - some of the best in the country - were and
still are thoroughly involved in developing and supporting the US
Breastfeeding Campaign. What tipped the scales in deciding to use a
risk-based message (to my great joy) was the field-testing and focus group
research conducted by the Ad Council and the Office of Women's Health. The
message that emerged from this research is that people (mothers, fathers,
the general public) want to hear the CONSEQUENCES of not breastfeeding, and
mothers need CONFIDENCE to breastfeed exclusively for 6 months. The Office
of Women's Health (the genius, courageous agency behind the Campaign) is
strongly supported by the US Breastfeeding Committee and all its member
organizations. In fact, many of us were THRILLED that the government is now
saying many of the same things that we've been pummeled repeatedly for
trying to say!

 

I've been speaking openly and loudly of the risks of formula (and birth
interventions) for decades. In 1991, when I worked for the Ohio Department
of Health, I was called a "zealot" - in public - by a high-ranking member of
the department. I had proposed during internal meetings that if we really
wanted to "Increase breastfeeding to 75%," we should be working toward
reducing formula feeding to 25%. If A is better than B, then B isn't as good
as A. That was not a popular message, especially considering that my state
is the corporate home of the largest maker of infant formula in North
America.

 

Linda J. Smith, BSE, FACCE, IBCLC

Bright Future Lactation Resource Centre Ltd

6540 Cedarview Ct, Dayton OH 45459

937-438-9458 / fax 937-437-3229

www.BFLRC.com  

 


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