04 June 2004

by Anai Rhoads

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AnaiRhoads.org - The Advertising Council and the U.S. Department of Health and Human Services Office on Women's Health (OWH) announced a national campaign Friday, that plans to encourage all new mothers to breastfeed their infants for at least the first 6 months of the baby's life.

"New parents are often discouraged from breastfeeding because of confusion about duration and doubts about their ability," said Acting Assistant Secretary of Health Cristina Beato, M.D. "These new public service announcements speak to parents clearly about the consequences of not breastfeeding, which may help encourage more mothers to initiate and continue to breastfeed exclusively for six months."

Currently, only 33 percent of newborns are being breastfed at or before six months. The goal of the campaign is to increase the number to 75 percent by the year 2010, up from the current level of 70 percent.

Studies conducted in recent years have uncovered a link between babies who were not breastfed with those suffering from recurrent ear infections, respiratory illness and diarrhoea. Some studies show a higher risk of childhood obesity in those who were not nursed as babies.

"We are proud to partner with the Office on Women's Health to communicate the extraordinary benefits of breastfeeding," according to Peggy Conlon, president & CEO of the Advertising Council. "The new PSAs are unique and captivating -- they depict the reduced risks for children if their mothers breastfeed and I believe the media will generously support the campaign."

The advertisements will be broadcasted via television, radio, newspapers, and magazines nationwide. Those interested in further information can reach the National Women's Health Information Centre's free breastfeeding helpline at 1-800-994-WOMAN.

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