There is an advertising currently showing on TV in Australia that is
receiving very different reactions from the breastfeeding community.

The ad is for cow's milk.  It starts off showing a mother breastfeeding her
baby in bed.  One breast is covered by the baby, the other by the bedding,
but her shoulders are bare (very tastefully done in my opinion).  A voice
tells us that the best milk for babies is mother's milk.  The ad then moves
to a carton of milk which states that when you are older you drink other
milk.  The carton consists of two linked packages of (I think) 1 1/2 litres
each.  Because the best milk has always come in pairs.

Now where is the controversy?
Some people have responded with 'Isn't that beautiful' and 'isn't it great
to see that breastfeeding is seen as a desirable way of gaining attention'.
I have sympathy with that point of view, as I think it is a very lovely ad.

The other side says, 'Hey, they don't say when the change to cow's milk
comes'  and 'breastfeeding is being exploited by the diary industry'.  I
also understand this point of view as it would be a worry if mothers decided
to change straight from breastmilk to whole cow's milk.  (Mind you, the ad
does not say this)

Isn't it fascinating?  We desperately want breastfeeding to be an accepted
part of normal living.  However when it does, things are not very clear cut.

Oh well, perhaps working out breastfeeding in relation to HIV, hepatitis C/G
and osteoporosis is  the easier task!!!

Hope all you candidates who sat for the IBLCE exam today were happy with
your efforts and will be amply rewarded when the resultscome out.

Philippa Thomson
Melbourne, Australia