New Breastfeeding Campaign Turns Heads

Group introduces unique ad campaign

No it's not time to change your glasses. You really are seeing more women breastfeeding in public.

The woman standing by the mailbox has been breastfeeding for hours. Same with the lady sitting on the bench. They, and two of their friends, are going to be breastfeeding all over Marin County, Calif. in the coming weeks. 

But if you look closely you might notice that looks can be deceiving.

A series of life-sized photographs of women breastfeeding their babies, cut-out and plastered on poster board, is all part of an eye-catching campaign to encourage and promote the acceptance of breastfeeding in public.

“Breastfeeding is recognized as the standard for infant feeding by all major health organizations,” said lactation consultant and coalition member Susan Martinelli. “Mother’s milk provides the best nutritional, immunological and emotional nurturance for the normal growth and development of babies. No manufactured formula offers anything close.”

The life-like cutouts of the “women and their babies will make their debut this week at The Village shopping center in Corte Madera, near a children’s play area.

Marin Breastfeeding Coalition, an advocacy group, has launched the campaign to raise breastfeeding awareness and support.

During a recent test run in San Rafael, the cutouts drew dozens of gawking eyes and confused second looks.  Each cut-out figure is holding a card which reads, “When breastfeeding is accepted, it won’t be noticed.” 

The Marin Breastfeeding Coalition said it would love for everyone to notice the campaign and to question why they were even paying so much attention to a breastfeeding mother in the first place. 

The group wants the public to know that breastfeeding in public is perfectly acceptable and that it is actually protected by law. 

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