Breastfeeding: Learning Makes it Natural

On Oct. 1, 2009, the first day of World Breastfeeding Week, the Department of Health Promotion and Protection in Nova Scotia Canada, launched a new social marketing campaign. The main message of the campaign is: Breastfeeding: Learning makes it natural.

Research with mothers, families and health care professionals revealed that moms often don’t feel prepared or have realistic expectations about breastfeeding. Many think it’s going to be easier and more “natural” than it feels when their babies are first born. They also say they need more support and want to know where to go for help.

This new campaign has been designed to depict the successes and challenges associated with breastfeeding in an honest and realistic way. It includes TV, print and online ads; posters and bookmarks; and a website, first6weeks.ca. The website will help mothers connect with other moms who are going through the same experiences, and will help them find support for breastfeeding.

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Really excited to see someone doing a campaign like this. As a mother of two, I can tell you that while it is a natural thing - it certainly takes some work to get it right. My experience with my first baby was so frustrating I nearly gave up. The second time around it is much better - better prepared, better information and - who knew? this baby is much better at sucking!

I like this. So many women are shamed by others when they can’t easily breastfeed their babies. Just because it’s natural doesn’t mean it’s instinctive.

From the Osocio archive

See this campaign from the Osocio archive