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Is God lecturing me about breastfeeding? Driving around this weekend, I noticed a resurgence of these billboards proclaiming, “Babies were born to be breastfed.” They’re part of an expanded Ad Council campaign that’s been hotly debated since 2004, with government health officials accused of dialing back the shock value of their pro-breastfeeding ads under pressure from formula makers. Still, as a bottle-feeding parent (who heartily supports breastfeeding), I’d be less annoyed by those graphic ads about how I’m probably giving my kid diabetes or asthma. At least they're backed up by science. These white-on-black billboards, blatantly riffing on the “God Speaks” campaign, just come off as preachy—and scientifically debatable. Some humans were born to have dozens of offspring and die in their 40s. That doesn’t make me want to do that. Still, I admit the goal is a commendable one, and I suppose the space could be used for something far more obnoxious. Photo via Hexodus on Flickr. —Posted by David Griner

July 28, 2008 in Griner | Permalink

Comments

As someone who worked on the campaign for the Office on Women's Health, I wanted to comment on your posting. The rationale for the black and white color of the billboard was intentional but not for the reason you cited. It was intentionally basic as to break through the clutter of busy advertisements and also to break out of the nice, fuzzy, pastel-like advertisements about breastfeeding of the past. This was one in a series of adverts--the others whch are full color. These adverts and messages were/still are scientifically based. There was no intention to guilt anyone about not breastfeeding but the data is there that shows that there are benefits of breastfeeding and on the flip side, risks of not breastfeeding. Parents obviously weigh their own options and do what works best for them and that should not condemn them. The facts on breastfeeding and how it does reduce the risk of many ailments, illnesses, and conditions are indisputable and it is important that people know what they are so they can make an educated decision about how to feed their baby. We did many focus groups with the messages and the ads prior to its release and the overwhelming message we heard from bottlefeeding parents was--why did we not know about these benefits/risks before and if they did, they would have considered more strongly breastfeeding if they were able to do so. In any event, I was happy to see your posting even this many years after the campaign launched.
best,
Gina Ciagne CLC
Washington, DC

Posted by: Gina | Jul 28, 2008 2:14:50 PM

Isn't it pretty bizarre that you have to advertise using stuff that is free, good (for baby&mom), and just works? Advertising is indeed powerful to have knocked mom's milk off the top spot in the infant-food market.

Posted by: Dabitch | Jul 28, 2008 6:34:40 PM

You guys ripped off Adweek's old look. Kettle black dick bags.

Posted by: | Jul 29, 2008 10:16:17 AM

Uhm, what?

Posted by: Dabitch | Jul 29, 2008 10:48:48 AM

Hmm... "Babies were born to be breastfed" as scientifically debatable? That's funny.

Posted by: Roderick | Aug 3, 2008 6:01:03 AM

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