Ohio’s Department of Health has a new breastfeeding campaign. Check out this billboard:
Photo by The Cleveland Leader
I’m a little nervous to tell you my opinion. Most readers of this blog are hugely pro-breastfeeding, and most of the reactions I’ve read among breastfeeding advocates are positive. I agree with some of their points, but ultimately I have a negative reaction to the ad.
I think it’s fabulous that they’re promoting breastfeeding. I like that they’re showing older babies, not newborns. And the image in the media (there are others within the same campaign, but I haven’t been able to find the images online) is an African American baby- this is so important, especially considering the racial disparity in breastfeeding of black mothers in the United States.
Breastmilk Satisfies. It’s so true. I think they chose a good slogan. Studies show that the vast majority of Americans already know that breast milk is the healthiest food for babies, but what they need is societal support, positive associations with breastfeeding, and a familiarity and comfort level with breastfeeding that only comes from exposure to other breastfeeding mothers or images.
But I’ve gotta be honest. I don’t like the image and the subtle messages and feelings that it might convey.
It’s that milk dribbling out of his mouth. Not just one little dribble. It’s coming out the side and over his chin. Regardless of what the child has just been eating, I think it looks messy, unappetizing. And I hate to say this, but the first thought to cross my mind was that the kid looks like a vampire just after a meal. Then I read this take on it and saw that I’m not the only one who thought so.
The unfortunate truth is, a lot of people are turned off by the idea of human milk. Nevermind that it’s such an incredible, clean, nourishing, pure, substance. For those of us who already have a high comfort level with breastfeeding, the image might be cute. But I’m afraid those who still think breast milk is just another bodily fluid are going to be disgusted by this image.
This image just misses the mark. This baby is supposed to be “satisfied,” but he doesn’t look particularly happy or grateful to his mother for her milk. My husband thought he looked sad. Instead giving off positive feelings about breastfeeding, it appears that breastfeeding is messy.
What do you like, and dislike about this ad? Feel free to disagree with me. Do you have any ideas for an image that might be more effective?
You write with power, truthfulness and humor! I love the vampire bit because it’s hysterical, and your point about perceptions of breastmilk as just another gross bodily fluid because it is sad, yet often the case. I once had a WOMAN at a seminary tell me to go breastfeed in another room!
I don’t think it’s great, either. It could be worse, but it just seems pretty goofy to me. I’ve personally never seen a breastfed baby drool milk like that. What might have been better is an image of a child who has just finished a feeding and is snuggled up on mom’s (clothed) chest (because I know that images of actual breastfeeding are unfortunately just too much for so many people to handle and the last thing they want to do is alienate people). This would highlight the fact that breastfeeding (not just the milk) is also satisfying in that it promotes healthy mother/child bonding.
The problem with ads like this is that when the ad sucks (as this one does) or is poorly placed, you get attacked and accused of being against the message – in this case – breast feeding. Who would be against breast feeding except for maybe a formula manufacturer?
This ad is awful and yes people are talking about it, but I don’t think the message is getting thru.
I agree that it does not look like this child just breastfed. I have never seen one dripping milk like this and (this is a smaller point) if he had JUST finished nursing, he probably would have a less bright-eyed look. It looks like they just pulled a random stock image that someone thought was cute, even though the child in the picture probably just drank some formula, yuck.