Breastfeeding Ads: United States vs. Canada

On September 9th, 2010, the New York State Department of Health started a new breastfeeding campaign aimed at lower-income women.  The campaign is called, "Breastfeed For My Baby. For Me."  Part of this campaign will include TV ads that will run through October.  I find the ads condescending and belittling to women.  The ads also perpetuate a common breastfeeding myth... that you will lose weight if you breastfeed!  Well, it was a myth for me anyway.  Sorry if the YouTube vids are cut off a bit.  My page layout is whacked.  But you'll get the idea. Watch:



Yes low-income ladies! Breastfeed so you'll look fabulous! Plus there are health benefits for the baby.  But breastfeed so you can be skinny like all the ladies who have more money than you!

It may be argued that we should be happy that women breastfeed no matter what reason.  But I don't think these ads will have much of an effect on the demographic it's aimed at.  One, I know that studies say that women burn more calories and therefore lose more weight while breastfeeding.  But I, as well as many other women have found this to be untrue.  The weight comes off slowly and it took me about a year before I got my body back (which wasn't really my previous body what with all the stretch marks and extra belly skin).  In addition, learning how to breastfeed is hard.  HARD.  Women need almost constant support and encouragement in the first weeks of breastfeeding.  And if that's lacking... they sure as hell won't continue breastfeeding just because they want to look svelte.  Women in general will make peace of mind and sleep a priority over losing baby weight. Furthermore, if you want to aim a breastfeeding ad at lower-income women, you might want to mention that they can save almost $2,000 on average in the first year of life.  Yes, formula is expensive... especially for lower-income women.  I think that would make a bigger impact then telling them that breastfeeding is like a free Jenny Craig weight loss program.

In contrast, let's take a look at Canada.  Yes, wonderful down-to-earth, sensible Canada.  In Nova Scotia for example, they have a breastfeeding campaign called, "Breastfeeding.  Learning Makes it Natural."  And let me tell ya... it's a breath of fresh arctic air.  The ads are simple, and make a damn good point: Breastfeeding takes time and practice. Again, the vids are cut off a bit. Watch:





How simple! How intelligent! How un-obnoxious!  I don't know how effective these ads will be, but it gets a realistic message out there.  The message is:  We know it's hard.  Stick with it.  Practice. It WILL get better. We support you.  And eventually it will be an enjoyable experience!

It doesn't treat women as shallow beings who only care about their image.  The New York Department of Health sure could use some Nova Scotia brains.