Since this survey was carried out before the Ad Council campaign, it would
really be useful to do it again today, and see what effect, if any, that
campaign had.  
The results of this market research confirm the notion that couching
breastfeeding promotion in terms of 'advantages' or 'benefits' of
breastfeeding, has not been effective, at least not in the face of a more
than fifty percent increase in advertising expenditures to keep formula up
there in the public consciousness.   From Norma's post:  "Also, the
researchers note, spending on advertising for infant formula rose from $29
million in 1999 to $46 million in 2004."
That is precisely why the formula industry was so hell bent on stopping the
campaign.  I'm sure industry used the delay in the launch well, to tailor
their own advertising strategies to the new breastfeeding support messages. 
Wouldn't want to hurt a multibillion dollar industry just for the sake of
public health, would we?
Rachel Myr
Kristiansand, Norway

 

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