Hi,

Regarding the depiction of bottle feeding on Sesame street, the Australian
Breastfeeding Association recently produced a television ad which is
currently being shown in Melbourne.  It is based on the INFACT Canada poster
(with their permission - thanks!) Our ad shows a mum and baby playing, and
then peacefully breastfeeding The mum is clothed, and the baby wearing a
towelling nappy(soothing music in the background)  She then puts the baby up
over her shoulder.  Camera pans to the baby, and the baby looks at the
camera and says "Get ahead in life.  Suck up to the boss"
The ad has a PG (Parental Guidance required) rating rather than a G or
General Exhibition rating, which means it can only be  shown when children
will not be viewing. (late at night, and in the afternoons, during Days of
Our lives)  When I questioned the ratings agency, they told me that there
was too much breast showing and we should have been more discreet.  In terms
of their guidelines, a breast is a sexual part of the body.  They sheepishly
saw my point of view that the point of our ad was not "Breastfeeding is
great, as long as we don't know you are doing it" (Our point actually was to
advertise breastfeeding as a normal way to feed a baby, and the Australian
Breastfeeding Association)

Warm regards,
Barb Glare
ABA counsellor

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