I'm happy to take the heat for the Ameda ad. I reviewed it and allowed
it to pass. So please direct your comments to me.
This ad features a mother obviously in love with her happy baby, who she
is holding close. In the lower left corner of the ad is a photo of a
milk collection unit of a breast pump. There is no nipple/teat in the
ad and Ameda does not make or sell nipples and teats. As far as I know,
Ameda has always been a Code compliant company. That's why I agreed to
take this job.
My interpretation of the ad copy is that "what matters most" to the
mother is her baby. Women typically use breast pumps so that if they
miss a breastfeeding that their baby can receive their milk rather than
formula. Nowhere does this ad "promote separation of mothers and
babies." Many mothers who call Ameda tell me they express their milk so
that the father or a sibling can feed the baby. I liked the fact that
the ad acknowledges that being a mother "takes time." And that a baby
needs a mother's time.
I personally breastfed my three sons for a grand total of twelve years
and not one of them were ever fed with a bottle. But I have learned
that I don't get to make this decision for other mothers. My own
preference is that if a mother does not breastfeed for whatever reason
that the baby receive her milk. If you want to take issue with that,
please feel free to write to me.
Nancy Mohrbacher, IBCLC
Lactation Consultant, Ameda Breastfeeding Products
Chicago suburbs, where is is cold, cold, cold
>
>Date: Thu, 17 Jan 2008 17:54:43 -0500
>From: vicki & ryan hayes <[log in to unmask]>
>Subject: Ameda ad- code compliance?
>
>Recently there was a discussion about Medela and code compliance.
> Today I was looking at Jan 2008 issue of "PREGNANCY & newborn" =
>magazine, where the fifth page was an ad for Ameda: photo of mom holding =
>baby, both smiling- not breastfeeding, not feeding a bottle; and a =
>collection kit/bottle. "EXPRESS YOUR LOVE. You love being a mother. But =
>being a mother takes time. Quality time your baby needs. That's why busy =
>moms rely on Ameda breast pumps to help them meet their breastfeeding =
>goals. So when your life is moving in many directions at once, you'll =
>always have time for the one thing that matters most. Express your love =
>with Ameda."=20
> I know Ameda makes/made hospital grade pumps, and is/was associated =
>with Hollister, and I remember something about Evenflo buying Ameda. =
>What's their current relationship? Is this ad non-compliant? To whom =
>does one complain about this ad?
> =20
>vicki hayes rn ibclc in brunswick ga
>mom of sean (9/00), harrison (9/03), and lachlan (3/06)
>www.myspace.com/that_username_is_taken
>
>
>------------------------------
>
>Date: Thu, 17 Jan 2008 18:57:09 -0500
>From: [log in to unmask]
>Subject: Ameda Ad and the Code
>
>
>Vicki brings our attention to the image and copy in a recent ad for Ameda products:
>
>ad for Ameda: photo of mom holding baby, both smiling- not breastfeeding, not feeding a bottle;
>and a collection kit/bottle.
>
>"EXPRESS YOUR LOVE. You love being a mother. But being a mother takes time. Quality time your baby needs.
>That's why busy moms rely on Ameda breast pumps to help them meet their breastfeeding goals. So when your
>life is moving in many directions at once, you'll always have time for the one thing that matters most.
>Express your love with Ameda.
>
>Aside from the obvious issue that bottles are clearly marketed in this ad--I don't think that one need be a wordsmith to grasp the meaning here!!
>So, the NORMAL, busy mom relies on Ameda to feed her baby, because SHE has the kind of breastfeeding goals best met through the use of a
>pump. I am trying to understand how I am going to have more time for my baby ("the thing that matters most") if I am busy meeting my goals by
>pumping ("expressing" my love) and feeding bottles instead of feeding at breast. Or, do they mean that the "one thing that matters most" is
>something other than the baby? One thing is for sure--this ad is not acknowledging that some moms might need a pump for one reason or another
>--this ad is blatantly promoting mother-baby separation in a big way!!
>
>Jennifer Tow, IBCLC, CT, USA
>Intuitive Parenting Network LLC
>
>
>
>
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