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National Breastfeeding Awareness Campaign Update<br>
June 4, 2004<br><br>
Babies Were Born To Be Breastfed!<br><br>
The much anticipated launch of the National Breastfeeding Awareness Campaign is taking place today.<br><br>
Representatives of the Department of Health and Human Services and the Ad Council are meeting with members of the press to announce that campaign materials (public service announcements intended for newspapers, magazines, billboards, radio and television) have been forwarded to media outlets throughout the United States in advance of today's announcement.<br><br>
The United States Breastfeeding Committee applauds the efforts of the Department of Health and Human Services, the Office on Women's Health, and the Ad Council in pursuing a national campaign that delivers the clear message that babies exclusively breastfed for six months are less likely to develop a variety of acute and chronic diseases including diarrhea, ear infections, respiratory infections, and obesity.<br><br>
The launch of the campaign coincides with the release of the findings from two studies lending further support to the important relationship between breastfeeding and infant health. A study published in the May issue of Pediatrics shows a small, but significant, association between breastfeeding and a decreased risk of death in infants between 28 days and 12 months of age. A second study published in Diabetes/Metabolism Research and Reviews shows that longer exclusive and total breastfeeding appear to be an independent protective factor against type 1 diabetes.<br><br>
These and numerous other studies clearly show that breastfeeding is an important public health issue, one that significantly impacts both women and children. Given the social and cultural barriers to breastfeeding that exist today, it is only through broad-based initiatives like the National Breastfeeding Awareness Campaign, that social and cultural change can be effected. If the Healthy People 2010 goals for the nation are to be achieved, it will require the cooperation of every individual who influences a mother's decision to breastfeed-employers, co-workers, child care workers, health care providers, and policy makers.<br><br>
How you can help:<br><br>
Contact your local media outlets to ensure that a media kit containing the campaign ads has been received.<br><br>
Identify strategies for giving the campaign local roots and significance.<br><br>
Raise awareness about breastfeeding issues specific to your community e.g. child care, employment, school.<br><br>
Help media outlets identify the benefit of supporting breastfeeding.<br><br>
Provide the community with local resources and services.<br><br><br>
You can view each of the campaign ads by visiting the website of the Department of Health and Human Services Office on Women's Health <a href="http://www.4woman.gov" target="_blank">www.4woman.gov</a><br><br>
A press conference is scheduled for 1 pm Eastern US time on June 4.
 

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<img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/thumbsup.gif" style="border:0px solid;" title="thumbsup"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/bow2.gif" style="border:0px solid;" title="bow2"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/clap.gif" style="border:0px solid;" title="clap"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/bow.gif" style="border:0px solid;" title="bow"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/thumbsup.gif" style="border:0px solid;" title="thumbsup"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/bow2.gif" style="border:0px solid;" title="bow2"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/clap.gif" style="border:0px solid;" title="clap"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/bow.gif" style="border:0px solid;" title="bow"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/thumbsup.gif" style="border:0px solid;" title="thumbsup"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/bow2.gif" style="border:0px solid;" title="bow2"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/clap.gif" style="border:0px solid;" title="clap"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/bow.gif" style="border:0px solid;" title="bow"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/thumbsup.gif" style="border:0px solid;" title="thumbsup"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/bow2.gif" style="border:0px solid;" title="bow2"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/clap.gif" style="border:0px solid;" title="clap"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/bow.gif" style="border:0px solid;" title="bow"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/thumbsup.gif" style="border:0px solid;" title="thumbsup"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/bow2.gif" style="border:0px solid;" title="bow2"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/clap.gif" style="border:0px solid;" title="clap"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/bow.gif" style="border:0px solid;" title="bow"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/thumbsup.gif" style="border:0px solid;" title="thumbsup"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/bow2.gif" style="border:0px solid;" title="bow2"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/clap.gif" style="border:0px solid;" title="clap"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/bow.gif" style="border:0px solid;" title="bow"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/thumbsup.gif" style="border:0px solid;" title="thumbsup"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/bow2.gif" style="border:0px solid;" title="bow2"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/clap.gif" style="border:0px solid;" title="clap"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/bow.gif" style="border:0px solid;" title="bow"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/thumbsup.gif" style="border:0px solid;" title="thumbsup"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/bow2.gif" style="border:0px solid;" title="bow2"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/clap.gif" style="border:0px solid;" title="clap"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/bow.gif" style="border:0px solid;" title="bow"><br><br>
i wonder if the public pressure of the 20/20 show made a difference. OMG i have chills and I'm getting teary!!!! i am SO EXCITED to see those ads... I simply cannot wait!!!!!!!!!!<br><br>
i am so glad that my dd's generation is getting such an awesome start towards breastfeeding accpetance. who knows... maybe by the time she might have a child it won't even be a question in anyone's mind whether a new mom with breastfeed!!!
 

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I didn't think this would ever happen. I hope I see stuff for it.
 

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Discussion Starter · #4 ·
I went to the website listed in the OP, and I couldn't find the ads. I wonder if they are going to wait and post them after the press conference tomorrow?<br><br>
If anyone finds them, post the direct link.<br><br>
Janice
 

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i couldn't find the ads either.<br><br>
YAY!!!!!!!!!! <img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/clap.gif" style="border:0px solid;" title="clap"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/thumb.gif" style="border:0px solid;" title="thumbs up"> i am so happy to see they're finally coming out...it's about time!
 

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<img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/orngbiggrin.gif" style="border:0px solid;" title="orange big grin"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/thumb.gif" style="border:0px solid;" title="thumbs up"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/love.gif" style="border:0px solid;" title="love"> Wooooooooohooooooooo! Yay!!! I am soooo very thrilled. I was starting to think those formula companies would be able to hold it off waaaayyy longer.
 

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I am so excited for this I have been waiting for it!!!!!!!!!!!YAY!!!!!!!!!!!!!
 

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finally!!
 

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oh my gosh!! the ads are great! I'm so happy for the babies that will be allowed to breastfeed by their moms because of this campaign! Hopefully it makes a great difference...
 

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I'm so excited to see these, I thought that the formula powers-that-be would stall indefinetly at least until we were all so old we'd forgotten about it. I can't find the ads on the website though, does anyone have a direct link?<br><br>
Yay!!!! <img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/thumb.gif" style="border:0px solid;" title="thumbs up"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/banana.gif" style="border:0px solid;" title="banana"><img alt="" class="inlineimg" src="/img/vbsmilies/smilies/carrot.gif" style="border:0px solid;" title="carrot"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/jammin.gif" style="border:0px solid;" title="jammin"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/thumbsup.gif" style="border:0px solid;" title="thumbsup">
 

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About time! I too didn't see ads, but don't have time to search right now.<br><br><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/banana.gif" style="border:0px solid;" title="banana"><img alt="" class="inlineimg" src="/img/vbsmilies/smilies/carrot.gif" style="border:0px solid;" title="carrot"><br><br>
Boob is best!<br><br>
(o)(o)
 

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I'm thrilled about this! Looks like the public service announcements will not be available until Monday onhttp://<a href="http://www.4women.gov/" target="_blank">www.4women.gov/</a> and <a href="http://www.adcouncil.org/" target="_blank">http://www.adcouncil.org/</a>
 

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Yaaaaaaaaaaaay that is awesome!!!!!
 

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OhMiGosh..<br><br>
I was just reading about this whole issue again and wondering if it was ever going to come to fruition. I have not heard one mention of it on the news, but I'm SOOOO excited about this!!!!! Monday then, wow....<br><br>
this is HUGE NEWS...thanks so much for posting it!!!!
 

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It's about time! <img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/thumbsup.gif" style="border:0px solid;" title="thumbsup"><br><br>
If anyone has a link to the adds I'd love to see them.
 

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Yippppppeeeeeeeee!!!!!!!!!!!!!!!<br><br><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/banana.gif" style="border:0px solid;" title="banana"><img alt="" class="inlineimg" src="/img/vbsmilies/smilies/carrot.gif" style="border:0px solid;" title="carrot"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/banana.gif" style="border:0px solid;" title="banana"><img alt="" class="inlineimg" src="/img/vbsmilies/smilies/carrot.gif" style="border:0px solid;" title="carrot"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/banana.gif" style="border:0px solid;" title="banana"><img alt="" class="inlineimg" src="/img/vbsmilies/smilies/carrot.gif" style="border:0px solid;" title="carrot"><img alt="" class="inlineimg" src="http://www.mothering.com/discussions/images/smilies/banana.gif" style="border:0px solid;" title="banana"><img alt="" class="inlineimg" src="/img/vbsmilies/smilies/carrot.gif" style="border:0px solid;" title="carrot">
 

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Here is the HHS press release...<br><br>
News Release<br>
FOR IMMEDIATE RELEASE<br>
Friday, June 4, 2004<br>
Contact: HHS Press Office<br>
(202) 690-6343<br>
Ad Council Press Office<br>
(212) 984-1964<br><br><br>
Public Service Campaign to Promote<br>
Breastfeeding Awareness Launched<br>
Emphasizes "Babies were born to be breastfed"<br><br>
The U.S. Department of Health and Human Services’ Office on Women’s Health (OWH) and the Advertising Council announced today the launch of a new national campaign that encourages first-time mothers to breastfeed exclusively for six months. “Babies were born to be breastfed,” the campaign tag line, memorably summarizes the clear recommendation contained in the new public service announcements (PSAs).<br><br>
“Like our campaign says, ‘Babies were born to be breastfed,’” Secretary Thompson said. “Breastfeeding exclusively for six months is a powerful way to get a newborn off to a healthy start in life. Hopefully, this campaign will provide mothers with the information and the motivation to breastfeed.”<br><br>
The United States has one of the lowest rates of breastfeeding in the developed world. While most new mothers initiate breastfeeding, more than one-half discontinue by six months. Recent studies have shown that breastfed babies are less likely to develop ear infections, respiratory illness and diarrhea and may have reduced risk for childhood obesity.<br><br>
“New parents are often discouraged from breastfeeding because of confusion about duration and doubts about their ability,” said Acting Assistant Secretary of Health Cristina Beato, M.D. “These new public service announcements speak to parents clearly about the consequences of not breastfeeding, which may help encourage more mothers to initiate and continue to breastfeed exclusively for six months.”<br><br>
Increasing the proportion of mothers who breastfeed their babies is one of the goals in Healthy People 2010, which lays out our nation’s objectives for improving public health. The goal is to increase the proportion of mothers initiating breastfeeding in the early postpartum period to 75 percent by 2010, up from the current level of 70 percent. In addition, the goal is to have 50 percent of mothers continuing to breastfeed at six months by 2010. Currently, only 33 percent of mothers are breastfeeding at six months.<br><br>
“We are proud to partner with the Office on Women’s Health to communicate the extraordinary benefits of breastfeeding,” according to Peggy Conlon, president & CEO of the Advertising Council. “The new PSAs are unique and captivating -- they depict the reduced risks for children if their mothers breastfeed and I believe the media will generously support the campaign.”<br><br>
Research has shown that many women know that breastfeeding is the best nutrition for babies. This knowledge has not translated into changed behaviors, and breastfeeding rates have hit a plateau. Parents did not perceive a real consequence to opting out of breastfeeding. Based on this research, these PSAs take a new approach. The campaign seeks to build confidence while highlighting the consequences of not breastfeeding. Through the tag line “Babies were born to be breastfed,” the PSAs put forth a message that is both empowering and compelling.<br><br>
The campaign includes television, radio, newspaper, magazine and outdoor PSAs that communicate the importance of breastfeeding. All of the PSAs conclude with the campaign tagline and direct audiences to talk to their health care provider or contact the National Women's Health Information Center’s free breastfeeding helpline at 1-800-994-WOMAN or visit the Web site at <a href="http://www.4woman.gov" target="_blank">www.4woman.gov</a>.<br><br>
Consistent with the Ad Council model, the PSAs will be distributed to 28,000 media outlets nationwide and will run and air in advertising time and space that is donated by the media. The PSAs will be available Monday at <a href="http://www.4women.gov" target="_blank">www.4women.gov</a> or <a href="http://www.adcouncil.org" target="_blank">www.adcouncil.org</a>.<br><br>
The Office on Women's Health in the Department of Health and Human Services is the government’s champion and focal point for women's health issues, and works to redress inequities in research, health care services, and education that have historically placed the health of women at risk. The Office on Women's Health coordinates women's health efforts in HHS to eliminate disparities in health status and supports culturally sensitive educational programs that encourage women to take personal responsibility for their own health and wellness. To learn more about the OWH, visit its Web site at <a href="http://www.4woman.gov/owh" target="_blank">www.4woman.gov/owh</a>.<br><br>
The Ad Council is a private, non-profit organization with a 60-year history of marshalling volunteer talent from the advertising and media industries to deliver critical messages to the American public. The Ad Council has produced thousands of public service campaigns that address the most pressing social issues of the day. Ad Council icons and slogans are woven into the very fabric of American culture -- from Smokey Bear's “Only You Can Prevent Forest Fires” and McGruff the Crime Dog's: “Take A Bite Out of Crime,” to the United ***** College Fund’s: “A Mind is a Terrible Thing To Waste,” and "Friends Don't Let Friends Drive Drunk.” The Ad Council has received more than $1 billion in donated media for its campaigns each year since 1998. To learn more about the Ad Council and its campaigns, visit its Web site at <a href="http://www.adcouncil.org" target="_blank">www.adcouncil.org</a>.
 
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