The way this graphic ad, including “photos of insulin
syringes and asthma inhalers topped with rubber nipples” depicting the
increased health risks of diabetes and asthma without breastfeeding, designed
by the HHS was water[ed] down with less offensive images seemed to defeat the
purpose of this ad.
Opposition from the formula companies, Joseph Levitt (former director of the
Food and Drug Administration’s Center for Food Safety and Applied Nutrition
food safety center), and Clayton Yeutter (an agriculture secretary under the
Bush administration).
The milder images included dandelions and cherry-topped ice-cream
scoops meant to dramatize the increased risk of respiratory issues and obesity
without breastfeeding. This change of content obviously did not reach or affect
mothers as intended according to statistics collected in Abbott Nutrition’s
Ross Mother’s Survey of the proportions of mothers who breastfeed between the
years of 2002 to 2006, mothers who breastfeed in the hospital after their
babies were born dropped from “70 percent on 2002 to 63.6 percent in 2006”.
I think that these images were intense but striking enough to
get their scientifically proven point across to new mothers.
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