Linda comments:
<<The "FREE" issue came up during the research for the
US Ad Campaign.  Breastfeeding isn't "FREE" for the
mother. Cost is not always financial.  There is a
great cost to the mother in terms of time, energy, and
investing her body in supporting her baby. 

What caught the attention of the focus groups is the
concept of "risks of not breastfeeding.">>

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."

Someone bears the cost of not breastfeeding.  Mothers.
 Babies.  Communities.

It's true there are many costs to breastfeeding
mothers.  How do we best phrase the costs of not
breastfeeding?  Which language works best?  Do we say
"Formula cost this baby X and Y.  Formula cost his
mother Z."

For example, picture of older baby with bottle, pastel
dollar signs around the bottom:

"Formula cost this baby 3 ear infections and 8 IQ
points this year.  His mother paid with a 33%
increased risk of breast cancer."

How's them apples???

What else can be shared from the ad campaign
experience?  Which slogans should we be singing this
August?

Susan Johnson MFA, IBCLC
Salt Lake City, Utah USA


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