July 13, 2006 — Do you cringe when you see a woman breast-feeding in public? Or do you pass judgment when you see a woman buy milk formula for her newborn? Americans have mixed visceral reactions to breast-feeding, and a recent breast-feeding ad campaign has brought those reactions to a roiling boil.
The U.S. government spent $2 million on an ad campaign to promote breast-feeding. One of the ads shows a pregnant woman logrolling; another shows her riding a mechanical bull. Both ads ask: "You wouldn't take this kind of risk with your baby, so then why would you take the risk by not breast-feeding?"
America has one of the lowest breast-feeding rates of any industrialized country. That could be due, in part, to how uneasy Americans get when it comes to seeing a woman nursing in public.
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