Every once in a while we get surprised, and two years ago when we launched our breastfeeding campaign was one of those times.  None of us -- even the young moms -- knew how high emotions run on the subject.  But we soon learned!

On the face of it, with sound science behind the benefits of breastfeeding for at least six months it would seem to be without controversy.  But a straignt forward message educating soon to be moms about the science didn't prove to motivate women who were on the fence to decide to breastfeed.

So the creative team chose to frame the concept of not breastfeeding as an undesirable behavior.  The television spots showed obviously pregnant women participating in behavior that you would never see a pregnant woman doing such as riding a mechanical bull or log rolling.  The audio told the viewer that you would never risk you baby's health before it was born so why not eliminate increased risks of certain health issues by not breastfeeding.

Women who chose or were not able to breastfeed were furious.  They felt guilty enough about their choice and didn't want to be made to feel even guiltier.  The campaign was accused of using fear and the battle lines were drawn.

As with so many issues like this, the debate continues with no end in sight.  But two years later, the campaign -- which has expired and no longer runs -- was featured in a NY Times story and picked up by the Today Show.

At the end of the day, we feel all this debate is a good thing.  Whatever side you take, it is getting a lot of people talking about the benefits of breastfeeding.  We consider that success!

Comments

[Nedra Weinreich]

This is a big issue in social marketing -- how to positively promote a healthy or socially desirable behavior without crossing the line of stigmatizing those who do not do the behavior. Sometimes even the most well-meaning campaign can be taken the wrong way. This is why it is so crucial to first analyze the environment in which you will be conducting the campaign and spend time talking with members of the target audience to identify any potential issues or controversy -- so that you're not blindsided once the campaign is implemented.

In any case, you definitely don't want to give a woman with postpartum hormones raging through her system the impression that you are calling her a bad mom!

[william taylor]

It is sad if a woman wants to breastfeed and for reasons beyond her control cannot do so. It is sadder if a woman can breastfeed and for reasons only she knows decides not to. The woman who decides not to should feel guilty. She is choosing to do harm to her baby. Period. wt

[betty Ogren]

I was appalled by the commercial that I watched on 20/20 this evening. I am a mother who chose not to breastfeed my daughter, because when she was born she was taken immediately from me and flown in a helicopter to the nearest hospital, 2 hours away. I also new that I was and would continue to be on several medications that could be extremely harmful to her. I never felt that I was doing her any harm. We gave her the best formula, love and two parents who made the choice together to feed her formula. WE also new that we could offer her a stable home and an excellent education. Consequently, our daughter has thrived, since her birth. She is now five years old and has the vocabulary of a 15 year old. She is learning to read and can add and do subtraction. Her health has been excellent, since her intitial two week stay. She has Asthma and Allergies, which came directly from heridity, not formula or breastmilk. So, tell me what did I do wrong? I gave her what my husband and I felt were best for her. We decided together that bottle feeding with formula would provide the same amount of nutrients and also allow her dad to play an active role in her care, by spending time talking to her and actively engaging her while she was eating. Researchers have proven that engaging children while feeding is an excellent way to teach and the provides the perfect conditions for babies to learn. We did not let commercials, friends or family members choose what was right for her. How can anyone other than the babies mother and father, or mother, or two mothers, or two dads, or a father decide what is right for their family and their child?

I think that this advertisement and the money that we have paid (as tax payers)have been wasted. There are far worse things happening in this world today then breastfeeding and formula. Shouldn't we focus on things like education, safety, proper health care, self-esteem and social-emotional issues. These are the things that children need more of, they need a decent education, proper health care regardless of income, strong self-esteem and social emotional skills and the lessons of safety.

If women want to breastfeed that is their perogative and their right. I agree that they should be given places that our private to pump breast milk if they so choose. I will never say a bad thing about a mother who has chosen to breastfeed, but I hope that breastfeeding mothers will also choose to see that those who choose to use formula are not bad and are not harming there children.

If we had another child we would choose to bottle feed with formula again. It is our CHOICE, not the GOVERNMENT's.

Betty Ogren