This Is The First Breastfeeding Campaign I’ve Ever Seen That Doesn’t Involve A Guilt Trip

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Last week I wrote a post about breastfeeding, and how I thought more women would stick with it if everyone wasn’t always talking about how “natural” and “easy” it was. The comments on the post really got to me. On the one hand, it made me feel great that I had helped women not feel as alone – and on the other hand really depressed me because I saw how many women had the experience of feeling unsupported and confused.

One of the comments directed me to this breastfeeding campaign from Nova Scotia. It’s called “The First Six Weeks.” Wow. It makes so much sense. After seeing it it hit me that I got absolutely no breastfeeding support or education before the birth of either of my children. The little exposure I did have to any breastfeeding campaign was usually in the form of a poster in the doctor’s office that reminded women how much better it is for baby. Thanks. A little extra pressure and guilt with no tips or help. That’s exactly what a hugely pregnant woman needs. Here’s a poster I saw a lot while pregnant with my children:


Now compare it to a poster from the First Six Weeks campaign, which focuses on mother, instead of baby:


You know what I read when I look at the first poster? You’re a shitty mother if you don’t breastfeed your baby. You know what I read when I look at the second one? This is hard, but gets easier.

The campaign focuses on mothers, with a tagline “Learning makes it natural.” It describes it’s function as providing “information and support for women and families learning to breastfeed.”The website has many resources for women, including tips to tell if baby is getting enough milk and advice to get over public breastfeeding phobias:

Your baby can be fed as soon as he or she starts to fuss. It will be easier for you if you can overcome any embarrassment you may have about breastfeeding in front of others. One way to become comfortable with feeding your baby in public is to practice breastfeeding in front of a mirror before you do it in front of others. This will allow you to see what others will see. You’ll understand why most people will think your baby is just sleeping while he or she is breastfeeding.

This website is great. I am now forwarding it to every pregnant woman I know. Thank you, Canada.

(photo: Getty Images)