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Subject:
From:
Janice Reynolds <[log in to unmask]>
Reply To:
Lactation Information and Discussion <[log in to unmask]>
Date:
Fri, 12 May 2006 15:18:20 -0600
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----- Original Message ----- 
> So does this mean our message might be that the cost
> of not breastfeeding is higher?
>
> as in...
> "Breastfeed.  You can't afford not to."

I think "weissingerizing" the idea of breastfeeding being "free", to instead
note that "lack of breastfeeding costs", heads us in the right direction.

However, I think we are still blindly making a HUGE error when we focus our
breastfeeding promotion efforts directly, and only, at MOM.  (ie "you" can't
afford not to).

While I loved the research behind, and content, of the original Ad Campaign,
I think a huge error was made in that it focused all blame on the mom.  (ie,
the pregnant mom riding the mechanical bull, or log-rolling, with the voice
over "YOU wouldn't take risks when you were pregnant, why would you do it
now?").

If the campaign had targeted the message instead at the bystanders (ie the
mom's friends and family, her employers, society in general) - that *they*
must support the mom to breastfeed, that *they* wouldn't encourage her to
take risks before pregnancy, why would they do it afterward, etc, ) Then I
would have been 100% happy with the campaign.

I'm tired of all the health messages being targeted at the mom.  And the
moms are too.  That's why we get "breastfeeding backlash".   We need to
assume that all moms, fundamentally, want to do what is best for their
babies.  Leave the moms alone, and send those breastfeeding promotion
messages out to the rest of society.  I am convinced that if everyone else
would get on the boat with breastfeeding (or at least get the *heck* out of
the way), women would breastfeed.

In our province, a Prevention Institute has a awareness campaign to prevent
Fetal Alcohol Syndrome.  Several ads focus on the "community responsibility"
and "male responsibility".  It recognizes that women don't make alcohol
consumption decisions in a vacuum, but as part of a society, and that
society can do much to support, enourage, facilitate and allow her to make
the best decisions.

How could there be any "breastfeeding backlash" complaints over a campaign
like this?  I think even the "failed breastfeeders" (ie formula feeders)
would like and appreciate a campaign like this.

See the ads at
TV
http://www.preventioninstitute.sk.ca/PSAs/community%20responsibility%20LG%20HQ.mov
menu for more ads:
http://www.preventioninstitute.sk.ca/media.php

Janice Reynolds

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