NATIONAL ASSOCIATION OF WIC DIRECTORS
2001 S Street, NW, Suite 580, Washington, DC 20009
Phone: 202/232-5492, Fax: 202/387-5281, www.wicdirectors.org
Comments and questions should be addressed to [log in to unmask]
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ACTION ALERT
October 20, 1998
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TOMORROW'S "CHICAGO HOPE" EPISODE LINKS BREASTFEEDING AND INFANT DEATH
Action needed to encourage local stations to air video news release response
from breastfeeding community
The October 21 episode of the popular prime-time hospital drama "Chicago Hope"
includes a storyline that links the death of an infant to breastfeeding.
"Chicago Hope" airs at 10 p.m. on CBS.
NAWD and many other members of the breastfeeding community are extremely
disappointed that CBS has chosen to air this story, and concerned that it
could deter parents from choosing breastfeeding as the preferred method of
infant feeding.
According to information from CBS's website, the episode, titled "The Breast
and the Brightest," features a new mother who, after following the hospital's
recommendation to breastfeed, arrives in the emergency room with her infant
who has died from dehydration.
CBS and the producers of "Chicago Hope" have been contacted by NAWD and
members of the breastfeeding community, but have stated that they cannot
include pro-breastfeeding information in the show because it has already been
filmed, and the network cannot donate airtime for public service
announcements.
Medela, in partnership with other groups, has produced a two-minute video news
release (VNR) that responds to the potential fears that could arise from the
"Chicago Hope" episode. The VNR is being distributed via satellite today and
tomorrow to all CBS, ABC, NBC, and FOX network affiliates in the United
States. The VNR positions breastfeeding as best for the baby, explains easy
ways to make sure a baby is getting enough to eat, and lets viewers know where
they can call for breastfeeding help.
ACTION NEEDED
To help ensure that as many local network affiliates as possible air the VNR,
NAWD ENCOURAGES YOU TO CALL THE PROGRAM DIRECTORS AT YOUR LOCAL NETWORK
AFFILIATES TO URGE THEM TO AIR THE VNR ON THEIR NEWS CASTS TOMORROW NIGHT. A
list of CBS affiliates in the top 40 markets is attached. If your affiliate
is not listed, consult your telephone book for the phone number. (Kiran
Saluja, chair of NAWD's Breastfeeding Promotion Committee has reported that
the Los Angeles CBS affiliate has already agreed to air the VNR - Please do
not make any further calls to this affiliate.)
Stations may receive a number of VNRs in a given day, which they use to
supplement their locally produced news stories. Many stations make extensive
use of outside-produced VNRs to fill out their news casts.
In your call, focus on the importance of providing the public with complete
information on breastfeeding, rather than the inaccuracy of the "Chicago Hope"
episode. Also, NAWD does not encourage flooding local affiliates with
repeated calls or staging other forms of protest, which have the risk of
reflecting negatively on the breastfeeding community.
Here are some suggestions/talking points to keep in mind when calling the
media in your area:
* Identify a local spokesperson and breastfeeding experts from the community
that affiliates can interview if they wish to add a local angle to the story.
* Offer to provide additional information on breastfeeding, position WIC as a
resource for breastfeeding information in your community, offer to provide
breastfeeding mothers for interviews, and invite local affiliates to visit
local WIC clinics to view breastfeeding promotion and support activities.
* The WIC program, the American Academy of Pediatrics and NAWD recommend
breastfeeding as the preferred method of infant feeding.
* There are a number ways to ensure that breastfeeding infants are receiving
enough milk. Three or four days following delivery, the baby should feed at
least 10 to 12 times per day, the mother should hear the baby swallow as
he/she breastfeeds, the baby should have at least 6 wet diapers and 3 bowl
movements per day, and the baby should be active, alert and healthy in
appearance.
* Human milk contains the ideal balance and form of nutrients for infants.
Breastfeeding provides complete nutrition for babies, builds the immune
system, and even enhances brain development, according to recent studies.
* Lactation can enhance self-esteem, facilitates the mother's physiological
return to the pre-pregnant state, and affords a unique occasion for mother-
infant interaction and bonding.
* Breastfeeding lowers WIC food costs through decreased infant formula
expenditures and minimizing health care costs by improving health and
decreasing morbidity in the pediatric population.
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CBS AFFILIATES - TOP 40 MEDIA MARKETS
New York WCBS 212/975-4321
Los Angeles KCBS 323/460-3636
Chicago WBBM 312/944-6000
Philadelphia KYW 215/238-4700
San Francisco KPIX 415/986-2151
Boston WBZ 617/787-7000
Washington, DC WUSA 813/281-1111
Dallas KTVT 817/496-7711
Detroit WWJ 313/259-6288
Atlanta WGNX 404/325-4646
Houston KHOU 713/526-1111
Seattle KIRO 206/728-7777
Cleveland WOIO 216/771-1943
Minneapolis WCCO 612/330-2400
Tampa WTSP 813/577-1010
Miami WFOR 305/591-4444
Phoenix KPHO 602/264-1000
Denver KCNC 303/861-4444
Pittsburgh KDKA 412/392-2200
Sacramento KOVR 916/374-1313
St. Louis KMOV 314/621-4444
Orlando WCPX 407/291-6000
Baltimore WJZ 410/466-0013
New Haven WFSB 860/728-3333
San Diego KFMB 619/571-8888
Charlotte WBTV 704/374-3500
Cincinnati WKRC 513/763-5500
Raleigh WRAL 919/821-8555
Milwaukee WDJT 414/271-5800
Kansas City KCTV 913/677-5555
Nashville WTVF 615/244-5000
Columbus WBNS 614/460-3700
Greenville WSPA 864/576-7777
Salt Lake City KUTV 801/973-3000
San Antonio KENS 210/366-5000
Grand Rapids WWMT 616/388-3333
Buffalo WIVB 716/874-4410
Norfolk WTKR 757/446-1000
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