6-1-97

To One Step Ahead

A colleague of mine pointed out the following ad to me in your Spring 97
catalog (#5512, the
3-Piece Nursing Collection):

 "At One Step Ahead we know that breastfeeding can be pretty hard on Mom.
 And if your nursing infant senses your tension he can stop feeding too soon
 and often becomes colicky. So we put together this special three-piece
 Nursing collection to make breastfeeding easier and more comfortable for
 you, so it is also more satisfying for baby."

I am not aware of any association between maternal tension and infant colic.
 Mothers are often
wrongly told that they need to relax in order to breastfeed effectively, when
in fact, the
"mothering hormones" of breastfeeding naturally provide for this (oxytocin
and prolactin).

I was very disappointed to see breastfeeding shown in such an unfavorable
light, since your
catalog generally seemed so supportive of breastfeeding in the past.
 Although I strongly believe
that no special products are necessary to ensure successful breastfeeding,  I
do not begrudge
you the right to advertise these products.

Perhaps your ad copy could say something like: "You are giving your baby the
best by
breastfeeding.  Indulge yourself during those special breastfeeding times by
creating a comfy
nursing station for you and your child.  Our 3-piece nursing collection will
pamper you both."

Sincerely,
Laurie Wheeler, nursing mother
Louisiana Breastfeeding MediaWatch Coordinator
[log in to unmask]
504-682-2966