Best for Babes Reveals New Ad for World Breastfeeding Week, Urges More Help for Moms

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The Best for Babes Foundation is releasing a provocative new ad to coincide with World Breastfeeding Week. The eye-catching ad is a visual pun with a serious message: Not only does breastfeeding save lives every day and in emergencies, but expecting moms need more help and to be better prepared to overcome insidious and systemic barriers to breastfeeding. The ad urges expecting mothers to find a support group, get expert lactation help, and choose hospitals and physicians that are truly breastfeeding friendly. More pressure is needed on the barriers--the "booby traps"--not on moms, who should be respected and supported.

Best for Babes Breastfeeding Ad

Moms don't need more pressure, judgment or guilt

The Best for Babes Foundation is releasing a provocative new ad to coincide with World Breastfeeding Week, which takes place from August 1-7 in 150 countries.

The eye-catching ad is a visual pun with a serious message: Not only does breastfeeding save lives every day and in emergencies, but expecting moms need more help and to be better prepared to overcome insidious and systemic barriers to breastfeeding. The ad urges expecting mothers to find a support group, get expert lactation help, and choose hospitals and physicians that are truly breastfeeding friendly.

Best for Babes Co-Founders Bettina Forbes and Danielle Rigg contend that women are being pressured to breastfeed, but prevented from succeeding. "Moms don't need more pressure, judgment or guilt," says Forbes, who initially did not want to breastfeed. "It's the cultural and institutional barriers--or 'booby traps'--that are keeping moms from making informed decisions, and keeping those moms who want to breastfeed from achieving their personal breastfeeding goals," says Rigg, who ran a successful lactation counseling practice.

What are the barriers? "Last year, the Centers for Disease Control (CDC) reported that most U.S. hospitals actually thwart breastfeeding. Add social disapproval, fear of nursing in public, insufficient insurance coverage for lactation counseling or supplies, and the beguiling and shameless promotion of infant formula, and you begin to get the full picture of how moms and babies are being thrown overboard," asserts Forbes. "The U.S. has inadequate maternity leave policies. While many employers offer smoking breaks, too few offer pumping breaks or lactation rooms, and breastfeeding women are not protected from being discriminated against or fired," explains Rigg.

The new ad will run in the Fall/Winter issue of Mom & Baby magazine and online through TheFamilyGroove.com and various blogs. Frank About Women, the nation's leading marketing-to-women communications firm, donated the six-figure ad campaign entirely pro-bono. Leading breastfeeding experts and celebrities endorse the campaign, including Ruth Lawrence, M.D., Founder of the Academy of Breastfeeding Medicine and Chair of the Breastfeeding Section of the American Academy of Pediatrics; Joan Meek, M.D. Chair of the United States Breastfeeding Committee; actress and best-selling author Marilu Henner, and athelete and author Gabrielle Reece. The campaign is being backed by a growing corporate alliance of International Code Compliant companies, including Earth Mama Angel Baby, My Brest Friend, Hotslings, Pumpease, and My Baby Experts.

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Bettina Forbes
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