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While many Americans know that the best form of nutrition for babies is breastmilk

U.S. Department of Health and Human Services and Ad Council have teamed up to develop a national breastfeeding awareness campaign

Reprinted with permission of www.4woman.gov
While many Americans know that the best form of nutrition for babies is breastmilk, our nation has one of the lowest breastfeeding rates in the developed world. Recent studies show that babies who are breastfed are less likely to develop ear infections, respiratory illness, and diarrhea. That is why the U.S. Department of Health and Human Services and Ad Council have teamed up to develop a national breastfeeding awareness campaign. All of the ads drive home the message: "Babies were born to be breastfed." The PSAs will target the general market as well as the African American community, as rates of breastfeeding are lowest among this population. The public is asked to visit www.4woman.gov or call (800) 994-WOMAN to talk with trained Information Specialists who can help with breastfeeding issues.

When it comes to feeding babies there is nothing as good as breast milk. For most full-term, healthy babies breast milk is the only food needed for the first six months of life.

Breast milk provides protection from infections by sharing the mother's immunities with the baby, until the baby has a chance to build up an immune system. According to the U.S. department of Health & Human Services' Office on Women's Health, breastmilk contains more than 200 infection-fighting agents that cannot be replicated.

Studies show that babies who aren't breastfed exclusively for the first six months are more likely to develop allergies and obesity in childhood. They are also more likely to suffer more colds, flu, ear infections, and other respiratory illnesses, and make more visits to the doctor.

While many Americans know that the best form of nutrition for babies is breastmilk, our nation has one of the lowest breastfeeding rates in the developed world - only 29% of mothers breastfeed their babies at six months postpartum. Most expectant mothers in our country start out with the intention to breastfeed, however more than half change their minds in the early postpartum period.

Fears and doubts about breastfeeding, the perceived inconvenience, and practical barriers such as returning to work are certainly contributing factors. Learning more about the added benefits of breastfeeding and the negative consequences associated with not breastfeeding will help expectant and soon-to-be expectant mothers and their partners make informed decisions.

What You Can Do

Breastfeeding requires practice and patience as you and your baby find what works for you both. Here are some tips to increase your success:

  • Make a commitment to breastfeed your child
  • Take a breastfeeding class, join a support group, or read a book about breastfeeding while you are pregnant
  • Consult a lactation specialist before you are released from the hospital
  • Use your local maternal and child health nurse as a breastfeeding resource
  • Begin breastfeeding your baby as soon as possible after birth
  • Breastfeed whenever your baby shows signs of hunger
  • Ask for help and support from family and friends
  • Wear tops that allow you to breastfeed your baby with little effort
  • Use a blanket or shawl for coverage if you are uncomfortable breastfeeding around others
  • Plan ahead with your employer to accommodate breastfeeding once you return to work

Breadth of Problem

Despite the many benefits of breastfeeding, the rates of breastfeeding in the United States are low, especially at six months postpartum. In 1998, the most recent year for which statistics are available, only 29% of all mothers breastfed at six months postpartum. Moreover, racial and ethnic disparities in breastfeeding rates are wide and reveal alarmingly low breastfeeding rates among African-American women (19% at six months postpartum).

Babies who are not exclusively breastfed for at least 6 months will be more likely to:

  • Suffer more colds, flu and other respiratory illnesses
  • Make more sick visits to the doctor
  • Have inhibited potential IQ due to less infant neural development
  • Be obese adults
Key Insights

Practical and psychological barriers generally lead to a lower-than-desired initiation and duration of breastfeeding:

  • Return to the workplace
  • Pain, milk production problems
  • Absence of knowledge about the recommended duration and specific health benefits

Expectant mothers (or soon-to-be expectant mothers) and their partners are overwhelmed as they prepare for the most exciting and uncertain experience of their lives - parenthood. They accept that breastfeeding is the 'best' option - and are generally aware of many specific breastfeeding advantages, but their fears and doubts about their ability and perceived inconvenience often outweigh for them, what are perceived as the 'added benefits' of breastfeeding.

Ad Council's Strategic Solution, Purpose of the Advertising

To help increase the breastfeeding rates by 2010 from: 64% to 75% initiation; 29% - 50% breastfeeding for six months; and 25% for one year.

Target Audience

Expectant mothers (or soon-to-be expectant mothers) and their partners. General market, African American and Hispanic focused.

Public Service Advertisements
  • Breastfeeding Awareness

Available Fullfillment and Resources

The Office on Women's Health

  • The Office on Women's Health coordinates women's health efforts in HHS to eliminate disparities in health status and supports culturally sensitive education programs. The HHS Office on Women's Health is the government's champion for women's health issues.

Access Points

  • 800-994-WOMAN - The toll free number offers trained lactation specialists to answer any questions regarding breastfeeding.
  • www.4woman.gov has up to date health news and breastfeeding information.