I looked up the history of WIC as we know it.  In the late 60's there was some
research done that showed that a large portion of the low income children
entering school at 5 and 6 years old were anemic.  As a result of these
research results WIC was established in 1972 to provide target populations of
women, infants and young children with nutrition education, supplementary
nutritious foods and referrals to appropriate health and social services.
During the past 25+ years WIC has had a favorable  history with lawmakers and
the public.  This positive reputation can be attributed to the outcomes that
WIC can claim: improved nutritional status, better pregnancy outcomes, and
helping children under five to achieve their maximum potential for physiucal
and cognitive growth.

WIC has always stated that breastfeeding was one of their target goals.
However until the late 80's this was truly lip-service (wasn't that the
climate everywhere?).  In the early 90's breastfeeding promotion was added to
the list of things that WIC must do by Congress.  Hence the improved
breastfeeding rates in low income women throughout the US.  The "Loving
Support" campaign is an attempt by USDA to offer a first class product to all
the states for their use.  The campaign is now used, in some part, in 49 of
the 59 States and Territories that are home to WIC programs.  You can access
USDA via the web and view the project information that they offer.  This may
also provide answers to other questions you have about the WIC Program in
general.

Linda Inglis, BS, IBCLC
Breastfeeding Coordinator
Best Start
Tampa, Florida  USA