Michelle,
You've made interesting points on your impressions of the Ad campaign, especially that the wording isn't specific about artificial baby milk ("formula").  I'd just like to take up one point, though.  (Please don't be offended, 'cos this isn't intended as a criticism, just as a point we all need to remind ourselves of.)
You mentioned as an addition to the current ads you'd like to see that "there are benefits to moms as well".  Sorry, there are NO benefits at all to the mother of breastfeeding - zilch.  What are seen as "benefits" are what is actually *normal*.  That is, this is how it should be.  It is when breastfeeding (BF) doesn't happen, or is abandoned very early, that there are deficits.  I'm sure, Michelle, you are with me on this.  We just need to be avoiding using the term "benefit" in describing the effects of BF, as it keeps us mired in the cultural concept that artificial feeding (A/F) is "normal", as are its effects, and that breastfeeding is either non-standard or, at best, a nice little optional add-on, like mag wheels on a car.
Let's hope the ads, even in their current form, do cause mothers to rethink plans to A/F, espec Mums in the most vulnerable groups.  *And* let's hope that they can be provided with the support they need to do more  thatn just initiate BF, but to continue.  (Now, that's another issue!)

Virginia
in Brisbane, Queensland, Australia
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Michelle wrote:
.... There is no
mention of formula at all, so not even a hint that formula might be the
risk (the way that log rolling is a risk - seriously the visual is very
funny. I think the "pregnant bellies" jiggle just a bit too much, but
it is otherwise very convincing).
.... I think the benefit of the ads is having breastfeeding talked about on
TV and radio. As I said, the message doesn't have a lot of "bite" .... I would have liked the words SIDS and cancer in
there too - and there are benefits to moms as well. I believe much of
the target audience is women who would otherwise feed formula, and I
was taught that moms breastfeed for "baby reasons" but bottle feed for
"mommy reasons" - so putting in benefits to mothers might serve to
convert planned bottle feeders.
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