Laurie, the barriers to breastfeeding, per the 1996 research are:
#1 Emabrrassment
#2 Lack of support from family and friends
#3 Busy schedule (school/work)

The ads you've seen on tv (& heard on radio and seen on billboards) in some
areas were developed to address the above barriers.

The 1989 research showed #1 Lack of self-esteem, #2 Embarrassment, #3 Being
tied down, #4 Lack of support, #5 Concerns about dietary and health practices.
There were also tv spots to address these barriers.  It was disturbing in
1996, after much work by many agencies and organizations to promote and
support breastfeeding, to find that embarrassment had moved to #1.  Hence, the
slick new ads seen recently.

For more info on the research, ads, communication techniques, etc., contact
Best Start.

Keitha Whitaker, BS, IBCLC
MS State Dept of Health WIC Program
email at work: [log in to unmask]