Breastfeeding billboard

by Angie Felton (Subscribe to Angie Felton's posts) Apr 28th 2008 9:45AM

Categories: Pregnancy & Birth, Development

I saw a billboard the other day that read: Babies are made to be breastfed. My first response was "Babies are made to poop and pee everywhere too!" and the second thought was "What a stupid billboard."

How is a giant visual guilt trip next to an interstate going to change things for the women with a low milk supply? Show the overly self-conscious mother the error of her formula feeding ways? Is bullying women by telling them how selfish they are for not spending their lunch hours in the supply closet with their breast pump really the best way to inspire woman to nurse their babies?

Formula isn't evil. Women who opt not to breastfeed aren't bad parents. Educating people on the benefits of breastfeeding is one thing, but this approach is a huge turn-off, at least to me, and I breastfed all four of my babies.

Comments (44)

Reader Comments (Page 2 of 3)

Pierrette 4-28-2008 @ 1:25PM

I have not seen these billboards; however i have to bet that i would agree with them. If formula companies get to push there products on innocent mothers that are trying to figure it all out. It's never easy in the first few weeks to breast-feed and often mothers do not know where to turn for help so they give up to early.

In order to encourage mothers to breast-feed I would love to see more campaigns like this. I am sick and tired of receiving in the mail coupons and information on free formula even-though I have contacted the companies over and over telling them to stop sending me mail-outs.

I think adds on formula make it worst for the mothers with low milk supplies because it tells us that formula is just as good as breast-milk and this s false.

Almost all mothers can breast-feed with the appropriate help.

check out the following web sites (only to name a few) if you need help with breast-feeding:
http://www.who.int/topics/breastfeeding/en/
http://www.llli.org/

However this is just my opinion...
Pierrette - http://wisemanconspiracy.blogspot.com/

ame s 4-28-2008 @ 1:29PM

I haven't seen that sign yet, but on my last trip to Memphis I did see signs without graphics that simply read "Babies were born to breastfeed" on serveral bus stop shelters.
I don't find public nursing to be offensive. I'm offended by exposed butt crack and the like.

Eva 4-28-2008 @ 1:24PM

If the intended target is the general public, and the idea is to normalize breastfeeding for them, well, I'm not all that sure it'll do that, but I guess it's worth a shot. However, as someone who had a lot of trouble breastfeeding (though I soldiered on, pumping exclusively and supplementing, for nine months), it would, yes, remind me of those troubles. But it's hardly anymore upsetting for me than all of my numerous friends who have no trouble in the nursing department. I'm a big girl. I can take it. I certainly agree with the sentiment. I mean, we're mammals, after all. Nobody gets weird about a cat nursing her kittens.

Nobody I personally know is unaware of the normalcy and importance of breastfeeding, and I don't know anyone to choose not to do it (the key word is choice), and I know of no cases in which others reacted badly to breastfeeding, but I am aware that there are people that seem not to understand that breastfeeding is the best situation for babies' and mothers' health in most cases. That totally baffles me.

I think the appropriate place for interventions of this kind, though, are with the OB. Why they like to educate you on all the medicines you can't take and food you can't eat and not mention breastfeeding at all I can't figure out. Same with pediatricians. It's a health issue. And breastfeeding could use some celebrity support, since people are so into that kind of thing.

I just don't think a random billboard is going to make any difference.

Mitch 4-28-2008 @ 1:32PM

Breast Fed for 4 YEARS!?!?!?!?!
If a child can ask for the breast he is TOO old!!!

Nicola 4-28-2008 @ 1:49PM

And your informed opinion is based upon what medical, biological, or human development expertise? It is in fact quite normal, natural, and healthy for children to nurse well beyond infancy. Would it help to remember that dear old Jesus was probably nursed until he was 5 or 6 years old? That would have been normal for the time and place...

Tash 4-28-2008 @ 4:02PM

The minimum predicted age for a natural age of weaning in humans is 2.5 years, with a maximum of 7.0 years from http://www.kathydettwyler.org/detwean.html. I encourage you to read her article.

Julie Coleman 4-28-2008 @ 10:24PM

Ahh, gotta love the old "If they're old enough to ask for it, they're too old" theory. FYI Mitch, newborns, infants, toddlers all "ask" to be nursed. From the moment a baby is born, she/he is aware that they must "ask" for their food be it through crying, signing or with words. I truly loathe this lame excuse from those freaked out by extended breastfeeding. Get over yourselves already.

Kim Leslie 4-28-2008 @ 1:56PM

I have to say the, one thing no one has mentioned is that formula companies always state the breast feeding is best in their advertising.

I fed my daughter for five months exclusively pumping because she couldn't take it straight. I got just as many glares and stares for that as I did when I was feeding her from the breast. No one ever bothered to ask what was in the bottle.

For my son, we are formula feeding because my milk never came in...even with Mother's Milk tea. Do I feel guilty? Yeah. But it doesn't take a bill board to do that to me. Just my own knowledge.

Sarah 4-28-2008 @ 2:01PM

Ummm, I have to say that while I have seen formula ads in magazines or newspapers, I have never seen a billboard that says "Babies are made to drink Formula" I don't think it's aimed towards men or inlaws, I think it's aimed towards mothers who choose not to breast feed or choose to supplement with formula. And while I think the only person who can make you feel guilty about something is yourself, I do think that breast feeding zealots are trying very hard to make mothers feel guilty about not breastfeeding their children. You would think that not breastfeeding is akin to child abuse. Why can't we just let moms make the decision for themselves and stop judging. Come on people, formula doesn't kill babies.

noreen 4-28-2008 @ 2:54PM

The US Food and Drug Administration (FDA) has warned of the risk from Enterobacter sakazakii infections in hospitalised newborn infants fed powdered infant formulas.
--http://www.nutraingredients.com/news/ng.asp?id=35139-infant-formula-linked

Non-breastfed infants had a higher risk of dying when compared with those who had been predominantly breastfed.
--http://www.ncbi.nlm.nih.gov/pubmed/15976892?dopt=Abstract

Yes, actually, formula does kill babies. At least according to the Food and Drug Administration and the World Health Organization.

Sarah 4-28-2008 @ 5:08PM

Noreen,

did you even read the links that you emailed? I don't think I have to respond to such a knee jerk reaction. Typical of a breastfeeding zealot. You should go back and review your links sweetie.

Heather 4-28-2008 @ 2:04PM

You are offended by advertising promoting breastfeeding really? Are you offended by advertisements for sunscreen too? How about organic food, exercise, carseats?
Funny how I flip through my parenting magazine and find images featuring pretty babies, perfect moms and immaculate homes while advertising infant formula.
Why can't something like breastfeeding that is clearly better for babies-(this is fact) be promoted. Why would I be concerned about how someone who chooses to formula feed feels-it their choice, they should deal with it, just as I dealt with the rude stares and hiding under a blanket while breastfeeding. Breastfeeding needs to be promoted, accepted and seen as the norm. Perhaps then, would more women try because it is fact- "babies are born to breastfeed" . In the meantime I will think of a slogan promoting infant formula -hows does "good enough" or "it the only way fathers can bond" or "its so easy" sound? Oh and I also find it interesting to declare at the end of your post that you breastfed all of your babies. Clearly you felt the need to clarify this. Why- self conscious?

blackbird 4-28-2008 @ 5:36PM

Ack.
I would be put off by that billboard too.
I breastfed my boys and it was not fun OR easy - and I have scores of friends who had a great deal of difficulty breastfeeding.
Who would put up a billboard like that? I already feel like I had "breast is best" drilled into me...and it was LONG TIME AGO.

Don't even get me started on circumcision. Personal choices.

CLM 4-28-2008 @ 8:09PM

I think the irksome thing about the billboard is not the message that breastfeeding is a good thing, but the implication that it is EASY.

Kristen 4-28-2008 @ 9:42PM

CLM, that's an interesting point. I notice that some of the most militant nursing advocates also admit that nursing came natural to them. My first tore a hole in my nipple and I bled every time I nursed him for 8 weeks. Feel free to NOT give me a speech about proper latches, thank you very much. I ended up nursing him to 14 months. The second? A natural nurser. Until he bit a hole in me at 6 months and didn't stop biting until 9 months.

You can get icked out all you want, Angie. I get that your perception of the sign was one of judgment--not yours. I get what the other people are saying too. But we are so quick to go 10 rounds. Or maybe you can just go to therapy for your neurosis?

Cassandra 4-28-2008 @ 10:30PM

I could never understand why women care so much about what other women do with their breasts! Good grief!

I didn't last more than a few months with nursing for a number of reasons, but I'm happy, my kid is healthy and happy, and I don't feel guilty at all. I think CLM did make a good point, though. I think some women are told so much how lovely and easy breastfeeding is that the reality can be a rude awakening and/or they feel guilty and inadequate for having trouble.

Listen, we're not all going to agree on how to parent. Do what works for you and cancel out all the crazy-making noise!

Ashley 4-28-2008 @ 10:24PM

Breastfeeding IS best for babies. If someone feels guilty because they aren't giving the best to their babies, then that is on them.

Julia 4-29-2008 @ 12:28AM

I LOVE the billboard, finally something besides the usual mainstream B.S. that is shoved down our throat. If your offended then that is your issue! I don't judge women who use formula because that is their choice but I also don't like this type of reaction to a billboard! Maybe women who breastfeed should be offended by seeing formula ads everywhere!
The reason formula ads state that breast milk is best is because the HAVE too because of the WHO.
I breastfed my daughter until six weeks ago when she was 42 months, but Mitch, she is developmentally delayed, and non verbal, so I guess that is o.k. by you since she couldn't "ask for it". What a idiotic statement to make!
Maybe next time I see an ad. for formula I will think "what a stupid ad." instead of seeing the beautiful baby and Mom being together, because isn't that what is more important?!

Jenn 4-29-2008 @ 12:38AM

That billboard is not a 'guilt trip' for formula feeding moms, its simply trying to promote public awareness and help educate people that breasts are much more then a sexually exploited man toy. Women are still made to feel like breastfeeding is wrong, dirty, shamefull and something that needs to be hidden. I doubt the designers of that billboard thought 'hey lets shame moms who formula feed'

katie 4-29-2008 @ 12:00PM

I think it should be promoted. If it makes you feel like its a guilt trip you have the problem. Does a weight watchers ad give a heavy set person a guilt trip? In far less advances countries like Brasil they put a notice on milk cartons that its best to breastfeed for 2 years. Formula is fine but breast milk is truly better. Granted low production can happen but it is extremely rare.