By Kim Blake (@kimkblake)
It’s been said that it takes a village to raise a child. Sometimes this means educating new mothers about the most important things that they can do to ensure that their child grows up healthy and safe. After all, many moms are doing this for the first time and need all the advice they can get. As the mother of a nearly two year old little boy, I have been overwhelmed by everything that I should and shouldn’t do. And, the rules are changing all the time. For instance, my friends with kids just a year older than my son turned their child’s safety seat to forward-facing at one year (the American Academy of Pediatrics now recommends forward-facing at age two) and widely used drop-side cribs that are now banned.
One of the most effective awareness campaigns targeting new moms has focused on preventing Sudden Infant Death Syndrome (SIDS). The National Institute of Child Health and Human Development launched the “Back to Sleep” campaign in 1994, in response to a recommendation by the American Academy of Pediatrics that babies sleep on their backs or sides to reduce the risk of SIDS (revised in 1996 to say that back was the safest). Since the campaign started, the percentage of infants placed on their backs to sleep has increased dramatically, and the overall SIDS rates have declined by more than 50 percent. This campaign has been successful in promoting infant back sleeping and other risk-reduction strategies because it has focused on community-driven change by:
- Providing simple steps for change
- Engaging the community at-large with training sessions on the topic
- Educating health care professionals, public health educators, child care providers and anyone interested in educating their community about reducing SIDS with a train-the-trainer program – the “Reducing the Risk of SIDS in Child Care Speaker’s Kit”
When does an awareness campaign go too far? Some cite New York City Mayor Michael Bloomberg’s new breastfeeding initiative, Latch On NYC, which launched in March. The health benefits of breastfeeding are well-known. Breastfed babies are much less likely than formula-fed babies to get ear, respiratory and gastrointestinal infections, and are also less likely to develop asthma. In fact, it may even help prevent SIDS.
It’s not the Mayor’s focus on breastfeeding itself that is controversial. It’s his approach, which will require new mothers seeking baby formula in the hospital to sign it out like medication. If moms request formula, they will receive a mandatory talk from staffers and nurses about why they should opt out.
This is not the first time that Mayor Bloomberg has legislated behavioral change, with bans on smoking, trans fats and now, a proposed ban on large sugary beverages. Why should breastfeeding be any different? Because, despite best intentions, it doesn’t always work out. Not all babies latch on properly, some moms don’t produce enough milk and others have medical conditions that prevent them from breastfeeding. For some, formula is the only option. Should all women try to breastfeed? Perhaps. But, should they be chastised when it doesn’t work out? Of course not.
In stark contrast to the Back to Sleep campaign’s community driven change, Latch On NYC is forcing change. Instead of engaging and inspiring key audiences, it is alienating the very people that it is trying to reach.
Other controversial awareness campaigns have been more successful because, like Back to Sleep, they have taken a community approach to change. The Sounds of Pertussis, an initiative of pharmaceutical company Sanofi Pasteur Inc. and March of Dimes, encourages new and expecting parents to make sure that anyone in close contact with their infant is vaccinated against pertussis. The Sounds of Pertussis has achieved more than 65,000 Likes on Facebook because it seeks to engage the community at large through programs like the The Sounds of Pertussis Protection Quilt and a photo submission “pledge” to protect the babies in your life from pertussis (a bonus – for every photo posted, Sanofi Pasteur will donate $1 to March of Dimes). The campaign website also encourages people to submit their own personal story.
Awareness campaigns should support and motivate behavior change, not bully people into it. Don’t get me wrong – I am a strong supporter of breastfeeding. But, it’s something I want to hear about from the influential people in my life – my doctor, my family and my friends. I don’t want to be forced into it by my Mayor.
Photo credit: http://photo.tutsplus.com/articles/inspiration/100-toddler-shots-to-improve-your-family-photography/
As an account supervisor in CRT/tanaka’s D.C. office, Kim has more than 10 years’ experience in strategic communications planning, branding, marketing and media relations, with an emphasis on healthcare. She has helped create award-winning campaigns for clients such as the American Physical Therapy Association and The Partnership at Drugfree.org. Kim has been a speaker at the Healthcare Businesswomen’s Association Annual Conference, the Public Relations Society of America’s International Conference and the Society for Healthcare Strategy and Market Development Annual Conference.
AGREED! This latest move by the mayor is infuriating and horribly miscalculated. Instead of treating moms who chose to give all or some formula as criminals in need of a good scolding, the mayor should put funding towards supporting women in their choice. Free pumps, lactation consultants, education, private spaces to breastfeed and (GASP)state-wide madatory paid maternity leave would be a good start. Make it easier on women in one of the most challenging times in their lives, not more difficult and limiting.
Breastfeeding is best, when it works, but it is absolutely none of the mayor’s business how a woman choses to feed her child. Formula is just food, it’s not evil, and sometimes it’s the only option. There is plenty of pressure from society on new moms already without putting bans and limitations on feeding options.
This is a perfect example of good intentions gone very wrong. I’m no longer a New Yorker, but I hope the mayor gets an earful about this one!
Thanks for your comment, Pia! Those are some great suggestions on ways to support breastfeeding, without criminalizing the use of formula. I agree – it’s tough enough for new Moms without legislation like this making it even more difficult.
Agreed and well-written! As a mom who produced NO milk, I didn’t have a choice. My babies would have starved if formula wasn’t an option. I beat myself up over not being able to breastfeed – because I knew it was best (as do most all moms). But, it was the nurses who were there to comfort me and tell me it was ok to use formula – that I NEEDED to use formula because my first-born was losing too much weight. I can’t imagine what I would’ve done if I had been lectured on it. I agree with Pia – there’s already so much pressure on new moms around this topic. And, it’s no place for the government to be involved.
Thanks for your comment, MB! It’s so true – it really isn’t a CHOICE for many women. I struggled so much and it completely took over my life. In the end, was it worth it? I don’t know. Palmer was in the less than 10th percentile for weight for the first 5-6 months (and he started out as an 8.5 lb baby!). I may have been a better Mom if I had just removed the stress.
Well written. I agree that this isn’t the right way to create change but I think it’s also worth considering that baby formula companies are providing their product for free, or close to free, to hospitals to encourage them and new mothers to use their product. I think a big concern might be that it’s just pushed on or used as an easy and cheaper (for the hospitals) solution as opposed to sending a lactation consultant to spend time helping the new mother. But I do agree that this mandate isn’t the right approach. We should be helping new mothers and gaining their trust and support. Regardless of whether they breastfeed or not, they should have the option and ample tools to make the right decision for their individual situation.
That’s a good point, Rachael. Formula brands push their products early (and often) – with gift bags for expectant and new moms at every stage. My suggestion is that the best way to overcome the marketing is by educating and engaging all the people who support new Moms about the benefits of breastfeeding (and ways to help ensure that you are successful). I agree with you – it’s important to empower Moms – no matter whether they are breastfeeding or formula feeding.
Well said Kim. Thanks for the response. We’re both definitely on the empowerment train! Thanks for a good read!