TO Linda Pohl, Melissa Vickers and others - In most books on Change Theory, one fundamental principle is that you first have to "sell the problem" before a solution (the change) is accepted. Lewin calls it "deliberate disconfirmation." Calling formula "ABM" and describing the "risks of artificial feeding" instead of the "benefits of breastfeeding" is deliberate disconfirmation. This disturbs the status quo and helps people get past a "there is no problem" mindset. Deliberate disconfirmation is designed to shake up the existing belief system, and is designed to produce emotionally charged reactions. It's supposed to create discomfort in the recipients of the message so they can be open to a change. I became convinced of the value of this in 1991-1992 while working for the state health department. They wanted to raise the breastfeeding rate to 75% while the other 75% of mothers continued using formula. Obviously, there's a math problem here. I suggested that "increasing BF to 75%" is exactly the same as "reducing ABM feeding to 25%." Talk about a reaction! I was labeled a zealot for daring to think and act serious about meeting the US Health Goals. At the same time, I became a grandmother and "took off the gloves." You want zealot? I'll show you zealot! was my thinking at the time, and I started putting together the FactPacks to send to these folks, one at a time, once a month. Four years later, I'm more convinced than ever that "selling the problem" must happen before the status quo will change. Doing it nicely is difficult, because the message to the "status quo" is that YOU ARE WRONG - never a nice message in the first place. Re-framing the public mindset was necessary to change from a tobacco-friendly society to a smoke-free society, and we're still working on that. At least there is a legitimate use for ABM in some situations. I think changing to a breastfeeding society will take several kinds of efforts - making sure everyone knows how BF works in practice, promoting the wonders, and pointing out the risks of the alternatives with an "informed consent" approach. Linda Smith, catching flies with honey and drowning them in vinegar. Wearing my "Eat at Mom's" shirt that I got some years ago. Dayton, OH.