Very interesting obserevations, Janice.  You are not the first to make them.
Have you seen this article?  Her conclusions are not great (as inmany babies
thrive on formula)  but her observations about the campaign are spot on.

Kukla, R. (2006) "Ethics and Ideology in breastfeeding advocacy campaigns"
Hypatia 21(1) 157

Mothers serve as an important layer of the health-care system, with special
responsibilities to care for the health of families and nations. In our
social discourse, we tend to treat maternal "choices" as though they were
morally and causally self-contained units of influence with primary control
over children's health. In this essay, I use infant feeding as a lens for
examining the ethical contours of mothers' caretaking practices and
responsibilities, as they are situated within cultural meanings and
institutional pressures. I give a close critical reading of the content and
strategy of the new breastfeeding advocacy campaign sponsored by the United
States Department of Health and Human Services. I argue that the campaign is
unlikely to substantially increase breastfeeding rates, unresponsive and
even hostile to many women's actual concerns about breastfeeding, and well
positioned to produce shame and compromise agency among the women it
targets.

Nina Berry BA/Bed(Hons) Dip Arts(Phil)
Breastfeeding Counsellor
PhD Candidate - "Ethical Issues in the marketing of 'Toddler Milks'"

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