Coming out of lurkdom for a moment -student midwife, Glasgow, UK. On
lactnet for nearly two years.
I saw the poster today for the first time and both my husband and I burst
out laughing. I think it's wonderful. Glasgow has very bad breastfeeding
rates and Irn Bru is a very popular drink in this part of the world.
Linking the two things is no bad thing in my view. And I'm an Royal College
of Midwives member.
Back to lurking
Gillian, Student Midwife, UK
----- Original Message -----
From: Magda Sachs <[log in to unmask]>
Sent: 02 July 1999 15:08
Subject: new advert
> There is a new advert out on UK billboards. The pic is a 6-month old ish
baby
> coming off the breast with a big smile. The caption is 'mmmm, Mum's been
at the
> Irn-Bru again.'
>
> Irn-Bru is a soft drink type thing -- about as nutritionally sound as
Mountain
> Dew, and not a great thing for bf mothers (caffeine, additives, etc, I
assume),
> but I was thinking the ad was great -- at last, something else being
advertised
> by using breastfeeding! Indeed, my 11-year old daughter first pointed it
out to
> me with great approval.
>
> I have just spoken to a journalist who says that there has been a lot of
> opposition to the ad. Apparantly the Royal College of Midwives think it
makes
> bf a joke and will make it harder for those who find bf embarrassing cos
jokes
> are embarrassing.
>
> I have to say, on this one, 'lighten up!' To me it is a sign that bf is
> something in everyday life, which is the material advertising draws on for
> material. It normalises bf.
>
> Sounded to me as if the RCM felt bf belongs to the medical / health
context and
> not in real life. Or, do they think its such a 'noble part of the sacred
> calling of motherhood' that it should not be cheapened in this way???
Anyway, I
> am no fan of advertisers, but in this case I will continue to try to enjoy
the
> billboards.
>
> Magda Sachs
> Breastfeeding Supporter, BfN, UK
>
> PS Never heard the RCM complaining about all the anti-woman sexist
advertising
> over the years.
>
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