Remember - there are 2 audiences for these posters.  Actually 3, perhaps.

1.) pregnant moms, or young women who have not had children yet.
Yes, these women may be a little put off or shocked by seeing women expose
that much breast. 

2.) breastfeeding moms.  I would think that these women may welcome these
views.  While they may not choose to breastfeed that way themselves, they
can appreciate the difficulty involved in breastfeeding discretely, and
seeing these images should "buy them a little more space", if THEIR nipple
happens to show for a second or 2.  Just like hearing about the women
breastfeeding a 4-year-old seems to make the mom who is nursing a
15-month-old, more acceptable, because SHE is not the extreme edge of
"normalcy" anymore.

3.) The general public.  Who perhaps has little to do with breastfeeding
moms, or breastfeeding issues.  Although they may be shocked to see this
much skin when they see these posters, they may reassess their own
attitudes.  After all, these posters were issued by the GOVERNMENT, and
obviously a lot of other people must think they are okay, so maybe they may
think "that is normal now".  Recall, there are many people who are
influenced by what other people think and accept.  The poster is a way of
saying - "this is okay".  The poster "stands-in" for the breastfeeding mom,
until breastfeeding *in any manner* is actually practiced and acceptable by
all moms and the public.

Janice Reynolds

(I think these posters may have just been released, and I am not sure how
they have been accepted by the public or health professionals, yet.  I have
emailed the contact person and asked for more information on the development
process and response to the posters)

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