>
>
>Subject: National Breastfeeding Awareness Campaign
>
>Hi all
>I am following a research thread around the use of risk based vs benefit
>based language in health promotion messages (around breastfeeding
>sepecifically).  Obviously the 2003 Ad Council campaign has much to say on
>this.  I've picked up a great many articles from the web that refer to this
>and provide a pretty good picture of what happened.  But I cannot seem to
>find either the actual promotional material (print, radio transcripts or
>video) or the original research supporting the decision to use a risk based
>campaign.  Does anyone have any hints as to where I might find these?
>
If your interested in different perspectives on the campaign, you'll 
find lots of comments and perhaps some references by searching Lactnet 
archives, although the subject lines vary a lot. Many of the posts that 
include "language" are related to Lactnetters' take on the campaign. 
Searching under campaign in 2004 will give you several valuable hits.
Including a search with "campaign" and my name will ensure some 
diversity in the opinions. :-)
Good luck -- it's a good project!
Jo-Anne 

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