Thank you, Jo-Anne, for your thoughtful messages.

One of the things that I learned in my preparation for work in public
relations and communications is that information by itself rarely changes
behaviour. Emotions change behaviour.

The formula companies are very good at doing advertising that creates an
emotional reaction. They show us pictures of happy, healthy babies and
good-looking, glowing parents. They use cute, cuddly adorable symbols like
Peter Rabbit - perhaps reminding us unconsciously of happy moments in our
mother's lap when she read us the books. They tell us that their formula is
full of "comfort proteins." Doesn't that make you feel warm and cozy and
happy about what you are feeding your baby?

When it comes to breastfeeding, though, many people already have a negative
emotional reaction. They may be uncomfortable with the idea of their breasts
being exposed in front of other people, they may have heard stories about
breastfeeding being painful and difficult. So we can give them information
that suggests that breastfeeding has some benefits, but that may not be
enought to overcome the negative emotions they bring with them or the
positive emotions they have about formula, thanks to effective formula
marketing.

It makes sense to me that "fear" - or perhaps "desire to avoid risks" is a
better phrase - might be an emotion that would be effective in this
situation. It might be strong enough to overcome the appeal of the comfort
proteins, Peter Rabbit, and the wonderful DHA additives that will make your
baby a "superstar."


Teresa Pitman
Guelph, Ontario

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