It is also pointless to criticise or deconstruct a campaign that never 
aired, no matter how fluently done.

No matter how much we can see what was intended, and why, there is the 
moment when an audience interacts with a media product - and nothing is 
written in stone until that has happened.  Even then the reactions 
changes according to all the usual variants in an audience - from their 
age, class, gender, ethic origin and state of mind at the first viewing. 
  Many a media product has died when it meets the audience, no matter 
how well it was constructed.  No matter how flawed others have been, 
they have been huge hits and made a difference to what we think is 
'obvious' about the product.  Audiences are movable feasts.  Until 
they've met the product, there is not much to be said about how 
effective, or ineffective, the product was.

We also need to concentrate on our one culpability in mis-information.  
Not speaking out to an individual mother formula feeding beside you, as 
you fear being seen as attacking her, is one thing.  Taking a stance 
that factually correct information shouldn't go out in a broad spectrum 
message, is quite another.

I'm still not prepared to forgive anyone the lack of this information in 
my own ante-natal classes.  I don't give a hoot about the fear levels 
involved in not telling the truth: I just needed to know how to protect 
my baby, and I was failed.

We've have decades of 'moving towards the positive' in breastfeeding 
awareness campaigns - and they've all failed miserably.  Time to take a 
reality check and engage with the audience up front.  Tobacco controls 
were not introduced on the basis of campaigning for clean air...

Morgan Gallagher


Wolf, Jackie wrote:
> What I fear, given the criticism of the breastfeeding awareness campaign
> emanating from the breastfeeding community, is that the formula industry
> has a far better understanding of what moves the public to change
> unhealthy behaviors than the breastfeeding community does.
>
> Jackie
>
>   

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