Actually, I think we truly need to protect, promote and support
breastfeeding. Traditionally, breastfeeding advocacy and education has
focussed on the promote aspect and support aspects. This has not been
successful. IMO this is because it is only part of the picture. We need to
not only provide promotion that encourages breastfeeding and support to
enable women to be able to do it but information about what the competition
(most usually infant formula) does to babies and mothers...why and how it
harms them and to prevent unethical marketing of these products.
Karleen Gribble
Australia

----- Original Message -----
From: "Virginia Thorley" <[log in to unmask]>
To: <[log in to unmask]>
Sent: Wednesday, December 31, 2008 1:47 PM
Subject: Language issue - breastfeeding promotion or breastfeeding
protection..?


> Hey, Morgan, that's a great point. We are *protecting* something that is
> normal, which is under attack.  Yes, we should all pay heed to this one,
> since we are looking into semantics and how the use of words clarifies or
> clouds meaning.  Semantic change makes people do a double take and
> *think*,
> and if use of better semantics is persistent enough, attitudes change.
> Advertisers do it all the time, and we don't even notice when the word use
> is picked up.
> I look forward to the comments of others.
>
>
> Morgan wrote:
> In the middle of the discussion on 'milk' versus soy juice... I found
> myself taking part in another 'Watch Your Language' paradigm change
> elsewhere.
>
> The words "Breastfeeding Promotion Campaign' morphed into "Breastfeeding
> Protection Campaign'.
>
> The genesis for this was someone debating with me the best tactics to
> 'promote' breastfeeding.  I replied that breastfeeding requires no
> promotion, as it is the norm.  Rather, it requires protection from attack.
>
> .... Everytime we work on a 'promotion'
> campaign, we are actually defending breastfeeding from attack.  Further,
> when 'promotion' is used, you have immediately set yourself into the
> arena - why are you choosing to influence others?  The nature of the act
> of the influencing, then becomes open to debate in itself.  Do you have
> a right to 'promote'?  What about the women who choose to refuse, do
> they have to be exposed to your 'promotion'?
>
> 'Protect' puts it on a different setting. .... it cuts down on
> negative responses, and allows the message to get through more clearly.
> So I have evolved it to talk about "health promotion and breastfeeding
> protection" campaigns.  We're not in such a sorry state yet, where
> "health promotion" can be so ignored and attacked as "breastfeeding
> promotion".  Equally, 'tho, isn't "health protection" what we're all
> doing?
>
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