Letter from the AAP Section on Breastfeeding to Tommy Thompson American Academy of Pediatrics Section on Breastfeeding Executive Committee Chair, Executive Committee Ruth A. Lawrence, MD Lawrence M. Gartner, MD Donna O'Hare, MD 28398 Alamar Road Jane Morton, MD Valley Center, CA 92082 Audrey J. Naylor, MD, DrPH Ph: 760-751-9479 Richard J. Schanler, MD [log in to unmask] November 18, 2003 Honorable Tommy G. Thompson Secretary Department of Health and Human Services 200 Independence Avenue, SW Washington, DC 20201 Dear Secretary Thompson: You recently received a letter from the Dr. Carden Johnston, President of the American Academy of Pediatrics, indicating the Academy's support of the National Breastfeeding Awareness Campaign to be launched shortly by the Department of Health and Human Services. We, the experts on breastfeeding and lactation within the American Academy of Pediatrics must object to one portion of Dr. Johnston's position, however. Dr. Johnston expresses concern about the recommendation of The Advertising Council to focus the advertisements on the risks incurred by not breastfeeding. The Section on Breastfeeding, with 800 members, does not share that concern. Dr. Johnston notes that he obtained his information on the planned advertising campaign from the web page of The Advertising Council. Neither he nor any of us have seen the actual PSA's because they are still under development. However, the web site of The Advertising Council provides some important insight into their development of the advertising campaign: "It's a conversion - not awareness - issue. CONFIDENCE AND CONSEQUENCE are keys to conversion. Those who opt out/switch lack a key trait of committed and continuing breastfeeding moms - CONFIDENCE. While aware of the 'breastfeeding benefits', they currently perceive no real CONSEQUENCE to opting out. To breastfeed is seen as analogous to "adding vitamins to the 'standard' (formula feed) diet." The Advertising Council and the Office on Women's Health, with assistance from many other organizations and from members of our own Section on Breastfeeding of the American Academy of Pediatrics have very carefully researched the question of how the campaign should be oriented. Through the use of many focus groups which included participants from the target population and other data collection points, they have come to the conclusion that for the advertising campaign to be effective, it is essential that the message point out the risks of not breastfeeding. The focus group participants found this approach entirely acceptable. We agree that this is a very appropriate and necessary technique. We believe The Advertising Council's extensive experience in public service messages should honored and followed. Many of their campaigns have had a major impact on improvement of health and social conditions for our citizens. Their PSA on Seat Belt Usage uses an approach similar to their plan for the Breastfeeding Campaign; they provide examples of what can happen when not wearing a seat belt. Dr. Johnston's warning about "making any claims that cannot be scientifically validated" is entirely valid. We agree. We know from those who have participated in the preparation of the Breastfeeding PSA materials that every word and claim made in these PSA's has been reviewed by multiple scientists and validated by published research from respected medical journals. We enthusiastically urge that the plans for release of the Breastfeeding Awareness Campaign be kept on schedule and that the content and message not be weakened. The health and very life of our children is at stake here. If we can increase breastfeeding initiation and duration in this country, we can reduce infant mortality, prevent an enormous number of major and minor childhood illnesses and also save a great deal of money that would otherwise be spent in caring for these illnesses and disabilities. I and my colleagues would be very pleased to provide any additional data on these issues and to assist your office in any way possible to assure a successful Breastfeeding Awareness Campaign. Sincerely, On behalf of the leadership and membership of the Section on Breastfeeding of the American Academy of Pediatrics Lawrence M. Gartner, M.D. Professor Emeritus Departments of Pediatrics and Obstetrics/Gynecology The University of Chicago Chair, Executive Committee Section on Breastfeeding American Academy of Pediatrics *********************************************** To temporarily stop your subscription: set lactnet nomail To start it again: set lactnet mail (or digest) To unsubscribe: unsubscribe lactnet All commands go to [log in to unmask] The LACTNET mailing list is powered by L-Soft's renowned LISTSERV(R) list management software together with L-Soft's LSMTP(TM) mailer for lightning fast mail delivery. For more information, go to: http://www.lsoft.com/LISTSERV-powered.html