Wet Set
Gazette: Oct-Nov 2004
Babies were born to be breastfed.
by Karen Peters, MBA, RD, IBCLC, Executive
Director
Breastfeeding Task Force of Greater Los Angeles
A television ad catches your eye. Two pregnant women are log rolling
on the TV. The screen goes to black and white, words appear: “YOU
WOULDN’T TAKE RISKS BEFORE YOUR BABY’S BORN.” The scene flashes back
to the log rolling. Back to black and white: “WHY START AFTER?” Back
to log rolling. Then black and white: “BREASTFEED EXCLUSIVELY FOR 6
MONTHS. BABIES WERE BORN TO BE BREASTFED. 1-800-994-WOMAN OR TALK TO
YOUR HEALTH CARE PROVIDER WWW.4WOMAN.GOV. IN LOS ANGELES
1-888-278-6455.” And the announcer says: “Recent studies show babies
who are breastfed are less likely to develop ear infections,
respiratory illnesses and diarrhea. Babies were born to be
breastfed.”
This is one of the two television ads from the National
Breastfeeding Awareness Campaign developed by the Ad Council, the US
Department of Health and Human Services, and the Breastfeeding Task
Force of Greater Los Angeles.
Riding a mechanical bull while pregnant is the visual in another
television ad. The message is the same: “YOU WOULDN’T TAKE RISKS
BEFORE YOUR BABY’S BORN.” “WHY START AFTER?” “BREASTFEED EXCLUSIVELY
FOR 6 MONTHS. BABIES WERE BORN TO BE BREASTFED.”
Seeing pregnant women doing inherently risky activities will catch
you at an emotional level. “Seeing these women bounce on the logs
makes me laugh,” says Lorraine Navarro, mother of two breastfed
children. “It is so silly.” The use of humor to convey the risks of
not breastfeeding will cause people to talk about breastfeeding.
“It is appalling to see a huge pregnant woman ride a mechanical
bull,” exclaimed Clara Williams, mother of a breastfed daughter,
Danielle. The Ad Council frequently uses images that strike a cord
that triggers strong feelings. Ad Council campaigns include “Smokie
the Bear”, “Together We Can Take a Bite Out of Crime” and “Friends
Don’t Let Friends Drive Drunk”.
The Breastfeeding Awareness Campaign uses humor to convey the risks
of not breastfeeding. In addition to the two television ads, there
are two radio ads. One uses smooth R&B music and a deep male voice
to softly say, “Wonderful woman, if you do breastfeed, our little
baby will be at less risk for respiratory illnesses.” And, “Hey, I’m
just talking about breastfeeding. Educate your sweet self at
800-994-WOMAN…”
The Country radio ad male singer says: “Mamma could plow a field
with one hand, and chop a log just as well as a man. When it came to
increasin’ disease resistance, that woman could lactate like
nobody’s business…” It ends with, “Ya’all breastfeed now, you hear.”
The print ads use two scoops of ice cream, two dandelions, and two
otoscopes to represent breasts and point out the risks of not
breastfeeding include obesity, respiratory illnesses, and ear
infections.
“While the target audience of the campaign is pre-pregnant and
first-time mothers and their partners, the campaign also targets
family, friends, employers, co-workers, childcare providers and
health care providers – all those who help mothers give their babies
the healthiest start,”
said Dr. Wendy Slusser, Task Force Member, Department of Pediatrics
UCLA , and mother of two breastfed children.
The Breastfeeding Task Force of Greater Los Angeles is one of the
eighteen Community Based Demonstration Projects (CDPs) throughout
the country that will work in coordination with the OWH and the Ad
Council to implement the campaign at the local level. The Task Force
will answer emails and assist callers with questions and concerns
about breastfeeding. The Breastfeeding Helpline is answered in
English and Spanish, Monday through Friday form 8 am to 5 pm and is
888-278-6455. Information is available 24 hours a day on the Web
site, www.breastfeedla.org.
The Task Force will also implement the media aspects of the
campaign. It is actively seeking and developing contacts in the
media to place the public service announcements and promote
breastfeeding in community affairs programming. Contacts and
assistance with placement is welcome. The Task Force can be reached
at psa@breastfeedla.org or 213-596-5776.
While many Americans know that the best form of nutrition for babies
is breastmilk, our nation has one of the lowest breastfeeding rates
in the developed world. Recent studies show that babies who are
breastfed are less likely to develop ear infections, respiratory
illness, and diarrhea. Breastfeeding may reduce baby’s risk for
developing obesity.
Children who are not breastfed are also at high risk for: asthma and
allergy, urinary tract infections, SIDS, Type 1 Diabetes, childhood
lymphomas, leukemia, Crohn’s Disease, and lower cognitive ability.
Mothers who do not breastfeed are at higher risk for postpartum
hemorrhage, breast, ovarian and uterine cancer, and osteoporosis.
Not breastfeeding increases costs of feeding (at least $1800 per
year for infant formula), health care costs, and loss of income for
days of missed work for parents caring for a sick baby.
Babies who are breastfed have a 20% lower mortality during the time
that they are one to twelve months of age.
The vast majority of women in Los Angeles County initiate
breastfeeding. At 82%, we have one of the highest initiation rates
in the country and initiation rates have been steadily climbing for
several years. However, Los Angeles County ranks 49th of 58 counties
in California in the percentage of mothers who breastfeed their
infants at the time of hospital discharge. In addition, only 27% of
women breastfeed exclusively (i.e. do not supplement with formula)
at hospital discharge. Fewer than half of mothers are breastfeeding
at six months, and this rate has been declining in recent years.
What Role Can You Play?
Breastfeed you children. Breastfeed where other women can see you.
Teach your children that breasts are meant to feed babies and that
babies are meant to breastfeed. Talk to others about breastfeeding.
Use the campaign to point out the risks of not breastfeeding. WE all
need to change how we speak about breastfeeding. Saying ‘breast is
best” implies that formula is okay. We need to state that
breastfeeding is the norm, the appropriate method of feeding babies.
Be sensitive about your language. Talk about the consequences of not
breastfeeding that influenced you to choose to breastfeed and to
stick with it.
Attend mother-to-mother support groups, such as La Leche League
meetings. Talk to your health care provider about his/her role in
supporting breastfeeding. If your employer does a good job of
accommodating you in expressing your milk at work, nominate them for
the Family Health Promotion for Breastfeeding Friendly Workplaces
offered by the Task Force.
Become involved in the Breastfeeding Task Force of Greater Los
Angeles. It is a network of individuals and organizations from Los
Angeles County who believe that infant and family health can be
improved by making breastfeeding the cultural norm. The goal is to
create a supportive public environment and strive to improve rates
of initiation and duration of breastfeeding. There are no membership
dues or fees. The Task Force strives to include everyone interested
in supporting breastfeeding. Subscribe to the Task Force email
updates at
www.breastfeedla.org.
Remember: Babies were born to be breastfed.
