Congratulations to Best For Babes, a breastfeeding advocacy group. Their awesome ad recently appeared in USA Today, reaching 2.2 million readers in the greater metropolitan areas of Los Angeles, Chicago and New York. Bettina Forbes and Danielle Rigg started BfB in 2007 to raise awareness about the benefits of breastfeeding and combat some of the cultural barriers that can make it hard for some women to succeed at breastfeeding. From the press release about the ad campaign:
“Most moms want to breastfeed, and don’t realize how they are being undermined by the very institutions that should be helping them. Whether they breastfeed for 2 weeks, 2 months, 2 years or not at all, they deserve to achieve their personal goals. We’re clearing through the information clutter–much of it misleading–and are showing them how to succeed and who they can trust, much like a personal trainer or nutritionist would for someone who wants to get fit,” says Best for Babes Co-Founder Bettina Forbes.
The ad, which is part of a series of arresting visuals, is the first of its kind that aims to raise awareness of the “WHO-Code”–the World Health Organization’s International Code of Marketing of Breastmilk Substitutes and direct parents to hospitals, doctors, employers and resources that are WHO-Code compliant. “Most parents don’t know that the WHO-Code was created to protect parent’s right to make an informed feeding decision at one of the most vulnerable and precious times of their lives–the birth of a child, explains Marsha Walker, RN, IBCLC and a leading expert on WHO-Code compliance…
…Best for Babes aims to raise funds to continue the series on billboards and bus stations. The USA Today Pregnancy & Wellness Report, produced by Media Planet….will (also) be distributed to ob/gyn offices and physicians through the American College of Obstetrics and Gynecology, will be carried in all Destination Maternity stores, distributed at March of Dimes events, will be circulated to 25,000 members of the United States Breastfeeding Committee and all member organizations, and all physician members of the Academy of Breastfeeding Medicine.
The ad will also be in a special Pregnancy & Wellness report that will be distributed to ob/gyn offices and physicians through the American College of Obstetrics and Gynecology; carried in all Destination Maternity stores; distributed at March of Dimes events; circulated to 25,000 members of the United States Breastfeeding Committee and all member organizations, and all physician members of the Academy of Breastfeeding Medicine.
So kudos, ladies. Hats off (or should I say bras off) to you.