In 1994 the United States joined other countries around the world in signing on to the International Code for Marketing of Breastmilk Substitutes which prohibits direct marketing of artificial baby milk to mothers and health care providers. Yet in 2004, the American public was bombarded with over 10,000 television and print ads in major media markets, and that figure doesn’t include the smaller markets and any radio advertising spots!

Even when the government invests money in breastfeeding campaigns to convince the public that “Breast is best” and “Babies are born to be breastfed” there is a backlash and the government gets criticized for making formula-feeding mothers feel guilty. It’s a losing battle for sure, and that’s why it is nice to see breastfeeding advertisements like this new one from the non-profit organization Best for Babes:

With a nod to the fact that breasts are “life-saving devices” the ad goes on to say:

Every day and in emergencies, breastfeeding saves lives. Planning on nursing? The right crew can make for smoother sailing. Get a support group. Get expert lactation help. Make sure your hospital, pediatrician, employer and insurer are doing their part to help you succeed. We’ll show you how at bestforbabes.org.

In addition to that breastfeeding advertising, there is also good news on the marketing front. This month 200 hospitals in the United States are replacing the formula discharge bags with “Healthy Baby Bounty Bags” that only contain items which are compliant with the International Code of Marketing of Breastmilk Substitutes!

These breastfeeding support sample bags contain disposable nursing pads, milk storage bags, lactation support teas and other products along with coupons for more items. Kudos to Cottonwood Kids, a promotional products company that produces custom gifts for hospitals.

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This academic, peer-reviewed journal created by physicians dedicated to the advancement of breastfeeding worldwide provides a scientific forum on breastfeeding and human lactation. With the growing demand for the best evidence-based research advances, this interdisciplinary journal explores the immediate and long-term outcomes of breastfeeding. The Journal focuses on all medical aspects pertaining to breastfeeding and addresses the wide spectrum of research and clinical applications that impact upon the optimal care of mother and infant.

With the recent attacks on the science behind the benefits of breastfeeding, this complimentary journal access is timely and valuable!

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In 2004 alone, major emergencies affected nearly 40 million people, including 5.8 million children under the age of five, in 55 countries. The main causes of death among children during emergencies are the same as those occurring among otherwise disadvantaged populations, namely malnutrition, diarrhoeal diseases, acute respiratory infection, measles and malaria. However, emergencies distinguish themselves by their frequently soaring crude mortality rates, which can be two to 70 times higher than average. Experience shows that even in previously healthy populations, child morbidity and crude mortality rates can increase twentyfold in as short a period as two weeks. The best hope for averting the disability and death that are so common among children during emergencies is to ensure that they are adequately cared for and fed.

One might hope that such a dramatic increase in mortality would not be seen in an industrialized nation with advanced medical care like the United States. Yet in 2005, less than a year after that report came out, Hurricane Katrina struck and — not including the immediate death toll — the mortality rate soared in New Orleans! For the six month period starting in January 2006, by some measures the mortality rate increased 47% compared to the mortality rate during the same time period in previous years. Incredibly, January 2006 was a full four months after the hurricane hit and the people in that region continued to suffer such devastating health effects. (It was difficult to determine the mortality rate right after the hurricane due to the disarray of the local health systems and the displacement of the population in the hurricane’s aftermath).

In 2008 researcher Jacqueline H. Wolf reflected back on the media coverage in the immediate wake of the hurricane:

Discussing our culture’s attitude toward breastfeeding in relation to the Katrina disaster would have been a tremendous public service. Think about how much our discomfort with breastfeeding would have been mitigated if one of the Katrina reports contrasted the convenience and dependability of breastfeeding with the difficulty and unreliability of formula feeding. Imagine: images of mothers’ breasts saving babies’ lives. That would have been a national revelation. We talk about the importance of breastfeeding, yet we’re a formula feeding culture. It seemed perfectly natural to all the reporters and much of the viewing audience during Katrina that mothers were hysterical and babies were dehydrated because there was not enough infant formula available. The entire nation seemed to be saying, “Of course that’s a consequence of a hurricane.” No reporter thought to ask, “Why aren’t these women breastfeeding?” No reporter thought to ask, “What roadblocks have we constructed as a nation that would dissuade women from breastfeeding and put their babies through this completely avoidable horror?”

“Got Milk? Not in public!” International Breastfeeding Journal 2008, 3:11. This Medindia article describes one tragic Katrina story:

Some women freeze when it comes to breastfeeding during emergencies and this happens in countries all over the world. When Hurricane Katrina hit the US in 2005, a woman who was stuck on a rooftop with many other family members and with little access to clean water, bottle fed her two week old baby for two weeks and when rescued later, asked for help to dry up her breast milk because her breast felt sore with the accumulated milk. When asked why she didn’t breastfeed her baby the mother replied that she “felt quite unable to do this.” The baby later died in a hospital.

A health counselor who worked with survivors of Katrina said sadly, “What amazes me is that no one with the mother in New Orleans knew to have the mother put her baby to her breast. So many generations had not considered breastfeeding as a way to feed babies that the memory was lost. The baby was lost, also.”

Mothers need to get the message that breastfeeding is a lifesaver, whether it be in regular times or times of emergency. In an emergency mothers who are breastfeeding should continue to do so. Mothers who have recently given birth should put their babies to the breast and mothers who have given birth within six months should nurse and hand-express to build up a milk supply as best as each mother is able. In an emergency, if the mother’s own milk is not available right away or through re-lactation, then donor human milk or wet nursing should be considered. Only then should ready-made formula and canned formula be considered as last resorts.

Other Carnival Entries

Motherwear Breastfeeding Blog: Breastfeeding in Emergency Situations
Blacktating: Breastfeeding and Living through Hurricanes
Hobo Mama: Breastfeeding in Local and Global Crises
Pure Mothers: Marketing away “Real Milk”
Chronicles of a Nursing Mom: Tips for Consistent and Long-Term Breastfeeding Success
Zen Mommy: How Breastfeeding Prepares a Child for Life
Cave Mother: The Moments That Made Me Thankful That I Breastfeed
Fusion Parenting: Breastfeeding: Prepared for LIFE!

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As a reminder, here are the guidelines that will increase the chances a post will be selected for inclusion in the carnival:

– A well-written, grammatically correct post
– Thoughtful commentary directly on point for the carnival subject
– Overall quality of the rest of your blog and whether the general subject matter is something of interest to our readers (breastfeeding, parenting)

If your post is selected for inclusion, you will be asked on the day of the carnival to edit your post to link back to each of the other participants in the carnival.

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The money raised will help fund World Breastfeeding Week Celebration Grants to support the important work La Leche League Leaders do in the United States. So visit the “LLL USA page” on eBay. LLL USA reports that some items to be auctioned throughout the next several days include an Ergo baby carrier, a Glamourmom ® Nursing Bra Tank, and an assortment of historical transcripts from early LLLI conferences. Be sure to check back often and get your bids in!

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Breastfeeding: A Vital Emergency Response

The photos are fascinating but heart-wrenching in some cases, like the image of the woman who was a victim of domestic violence. Here I am grateful to be nursing my baby through a simple case of Hand, Foot, and Mouth Disease, and there are women breastfeeding in relief camps, in war zones, in areas severely damaged by an earthquake. You can view all of the photos in WABA’s 2009 World Breastfeeding Week Action folder (large PDF download), or you can view them temporarily on the WABA WBW home page.

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Simply right click on the image, “save image as” to your computer, upload it to your site and link it to the World Breastfeeding Week page at LLL USA.

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Entries are due March 24, 2009 by submitting this entry form (Word document) to WABA. Ten lucky winners will receive $100 each and have their winning photos featured in the WBW materials distributed to 120 countries! Good luck!

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Your thoughts?

What does the theme “Breastfeeding: Prepared for Life” bring to mind for you? Have you begun planning for WBW 2009? What are your ideas for an event? (Stumped? Check out these Ideas for Successful World Breastfeeding Week Fundraisers and Events.)

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