Unique Breastfeeding Campaign Turns Heads

Group introduces new ad campaign

A series of life-sized photographs of women breastfeeding their babies, cut-out and plastered on poster board, are going to be displayed over Marin County.

It's part of an eye-catching campaign to encourage breastfeeding 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 women and their babies will make their debut this week at the Village shopping center in Corte Madera, Calif., near a children's play area.

The campaign is being launched by the Marin Breastfeeding Coalition, a local advocacy group working to increase breastfeeding awareness and support.

During a recent test run in San Rafael, Calif., the cutouts drew dozens of gawking eyes and confused second looks.  Each cutout figure is holding a card that 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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