What a beautiful picture of a breastfeeding baby.  This is the kind of 
picture I expected to see with the US National Breastfeeding Ad Campaign.  Instead, 
the National Breastfeeding Ad Campaign made the decision to use symbolism to 
convey breastfeeding (daisies, ice cream cones, otoscope).  I have had a hard 
time understanding how these symbols will be perceived by the target audience 
(young, under-educated, African-American, etc).  I do like their slogan, 
though, "Born to be Breastfed."

I get the reasoning behing using symbols.   The American public doesn't like 
to see breastfeeding, so we won't show it.  But the ad campaign by the 
Toxic-Free Legacy Coalition in Washington is quite willing to show a breastfeeding 
picture.  Of course, I do believe Washington State has higher breastfeeding 
statistics in comparison to other states.  So the use of an actual picture of 
breastfeeding, may reflect that breastfeeding has become the norm in that 
particular state.

Yet, I am troubled by the use of a beautiful breastfeeding picture next to 
the words, "Just a reminder, the best food is no place for Toxic Flame 
Retardants."  Toxic Flame Retardants is on its own line next to the breastfeeding baby. 
 Let's think about this.  What food manufacturer would have allowed an 
environmental group to use their product as a symbol for toxins?  I can't picture 
Mead Johnson, Nestle, Ross, or any other infant formula company (nor any food 
company) allowing this kind of marketing.  Why?  Because it does incredible 
damage to the image of the product.  So why are we allowing this to be done?  So 
that people know the truth?  Is it the truth?  Not when the research is backed 
or tested by the very food industry that seeks to destroy its competition.

I think breastfeeding advocates in the Washington area need to monitor their 
statistics on breastfeeding initiation and duration prior to this Ad Campaign 
and a year from now.  I am quite sure the infant formula industry will be 
watching this very closely to see what happens. It is rather illuminating that in 
ad campaigns to promote breastfeeding, we refuse to show a baby nursing at the 
breast.  But in ad campaigns about toxins in breastmilk, we are quite willing 
to show the beautiful breastfed baby.  I think we have this backwards, don't 
you?  I think I'd rather see an ad campaign about toxins in breastmilk with a 
picture of daisies, ice cream cones (oops the dairy industry would never let 
that happen), or otoscopes.  Actually, I think an ad campaign about toxins in 
breast milk is not something we should see or support.
Valerie W. McClain

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