So grab a cup of tea and join me "In My Mother's House" - our village blog, where we dialog about current issues related to midwives, mothers, babies & birth..........
The United States Breastfeeding Committee (USBC) is proud to be a participant in the Best for Babes Foundation's release of a unique new breastfeeding ad in a special Pregnancy Wellness Report inserted in USA Today last month in the greater metropolitan areas of Los Angeles, Chicago, and New York. According to USBC Board Chair Dr. Joan Younger Meek, "The Board of USBC was enthusiastic about supporting an ad in the mainstream media that would reach a large target audience with the message that mother's milk is a miracle. We know that women need greater support in hospitals, in the workplace, and in their communities to be successful in providing their milk for their babies, overcoming obstacles to breastfeeding, and reaching their breastfeeding goals. This ad helps to spread that message."
According to the ad, the real miracle isn't the bra, but mothers, and their ability to make milk for their own and others' babies. USBC joins Best for Babes in urging ALL parents to get the right support to navigate the "Booby Traps"--the cultural and institutional barriers that keep mothers from making informed feeding decisions and carrying them out. "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 two weeks, two months, two years, or not at all, they deserve to achieve their personal goals," says Best for Babes Co-Founder Bettina Forbes.
The ad 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 Breast-milk Substitutes. It directs 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 a 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 USBC member representative Marsha Walker, a leading expert on WHO Code compliance. "The aggressive marketing of artificial human milk substitutes has been shown to undermine breastfeeding intention and success, and parents should be careful about where they turn for breastfeeding support." The ad also acknowledges breastfeeding industry companies such as Evenflo, Numom Nutrition, 60 Second Parent, Pumpease, My Baby Experts, Earth Mama Angel Baby, My Milkies, and Be Nice that are WHO Code compliant and support Best for Babes' mission to beat the "Booby Traps" and change the cultural perception of breastfeeding.
The Best for Babes Foundation was established in 2007 to fight the barriers to breastfeeding, and to give breastfeeding a makeover by using mainstream marketing and branding. The Best for Babes ad series is eye-catching, fun, and positive--designed to cheer on, coach, and celebrate moms. "We want moms to have an awesome, empowering breastfeeding experience, " says Best for Babes Co-Founder Danielle Rigg. "All parents want what's best for their babies. They deserve support and resources, and those who can't breastfeed deserve access to the next best substitute: pasteurized, screened human milk from a registered donor milk bank."
View the ad OR download the full Pregnancy Wellness Report.
United States Breastfeeding Committee
2025 M Street, NW, Suite 800
Washington, DC 20036
The United States Breastfeeding Committee (USBC) is an independent nonprofit coalition of 41 nationally influential professional, educational, and governmental organizations. Representing over half a million concerned professionals and the families they serve, USBC and its member organizations share a common mission to improve the Nation's health by working collaboratively to protect, promote, and support breastfeeding. For more information about USBC, visitwww.usbreastfeeding.org.
“Welcome to In My Mother's House - Featuring The Miami Midwife!”