I received a response from Blue Cross Blue Shield of
Massachusetts to my letter about their choice of baby+bottle
graphics for the "Living Healthy Babies!" advertisements.
Anyone with an interest in seeing the complete response
please email me privately and I'll share the letter with you.

Basically, I was assured my comments will be taken into
consideration; reminded that BCBS provides info on BF with
their program materials (but "...we do not, however, want any
member to ever feel she is acting improperly or inadequately
if she feels she must choose, for whatever reason, to not
breast feed"); and the reason they used the baby with bottle
illustrations was "to reinforce the plan usage information with
warmth and humanity, not to espouse bottle feeding per se."

Of course, I have since seen other advertisements for this
same program. Each includes baby+bottle illustrations (I
guess to provide that "warmth and humanity") -- but not a
single illustration of a baby at breast. Interestingly, there are
pictures of kids on bikes wearing helmets -- I guess no one
is worried about making parents feel guilty if their kids aren't
outfitted with helmets :-/

Margery Wilson, IBCLC