Diane,
       You wrote: "Now if we can just get the "F-word itself introduced..."
       I am wondering, do you mean as in "If a woman uses formula, it raises
their risk of ovarian cancer and breast cancer."?  In a class on advertising,
they taught not to use the "competition's" name because that put *that*
word/name/idea in the audience' mind.  The only word/name/etc. you want to use in
advertising is the name of the thing you *want* the audience to use.  If that
theory is still in use in the advertising field (and it might not be, times do
change), then I think the wording of the statement is probably the better way
to do it.  Also, I still come across so many people (I live in the Midwest
[USA] and things are *so* slow to change here) who aren't comfortable using the
words "breast" and "breastfeeding".  So if the word gets used over and over,
such as in the statement, perhaps those people will become de-sensitized and more
comfortable with the words.  Then, if they can hear the word without
cringing, perhaps they would be willing to begin to entertain the idea of actually
*doing* it?  Just some thoughts.
       Dee

Dee Kassing, BS, MLS, IBCLC
Collinsville, Illinois, in central USA

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