Yes, once again we've fallen in it. The Booby Trap, where well intentioned people push a public health message but instead of getting the public on side, they've got our backs up.
In case you missed the Sunday papers' and the fast and furious discussion it prompted on online forums, talkback and the like, here's the recap:
All Black hero Piri Weepu is filmed at his home for a TV ad promoting the smokefree message. A brief piece of footage is taken of him bottle feeding his baby. The makers of the ad, the Health Sponsorship Council, very proactively and prudently thought to themselves "Hang on a minute .. the ole' bottle-feeding issue could be a worry here, let's get some advice." So they asked the breast-feeding support network La Leche League and the College of Midwives for their opinion. Both said it wasn't a good look and feared it could undermine the "Breast is Best" message.
And that's when people really started crying over spilt milk.
"What if it was expressed breast milk in the bottle?"
"The Breast-apo strike again!"
"It bought back all the horrible memories and the sense of relief when my daughter turned one and I didn't have to feel ashamed to be bottle feeding her"
"Piri is a man .. he doesn't have boobs ... how is he supposed to feed his baby?"
So the question is did the La Leche League and the College of Midwives over-react? Well, it's important to remember they were asked their opinion, and I applaud the TV ad makers for that judgement call. The NZ Herald reported that as a result of the initial consultation, a group among the La Leche League took it upon themselves to start an email campaign against the inclusion of the footage of Piri feeding his baby. To my mind, that decision was their first mistake. It reeks of self-righteous indignation and even bullying. Come on guys - there are nicer ways to get your point across.
Their second mistake is this constant belief that the "Breast is Best" message is important beyond all else. Now, if this had been a shot of one of our country's admired female athletes bottle-feeding her baby, I could concede the message might get muddied. But Piri's a bloke for goodness sake, and by all accounts a wonderful, devoted and loving dad - remember after the All Blacks World Cup victory he ran straight off to the sideline, picked up his daughter and carried her in the midst of the celebrations. Magic!
I'm a big fan of breastfeeding. I was lucky that my first born was an easy feeder, but my second two were not. In those early days with them I grimaced in the seconds before the baby latched on to my cracked and bleeding nipples I had to keep reminding myself "this too will pass .. it will get better", and it did.
But I hear far too often of women who try, and try, and try and it just doesn't happen for them. If your baby's had a traumatic birth it can take six weeks for breast-feeding to settle down. They might be tongue-tied or they might have trush. Getting a baby to latch on correctly takes skill, and the advice of a patient, friendly midwife or support person.
And that's where I believe the focus really should be.
The Ministry of Health figures from 2006/2007 show 95% of babies leave hospital fully breastfed, but that number takes a dive to 55% at three months, and just 7% at six months.
You'd expect the numbers to fall off as babies start solids. But the government and policy makers need to look closely at their message.
Why is it that the Ministry of Health recommends exclusive breast-feeding for six months, yet we're only entitled to 14 weeks paid parental leave?
I'm tired of today's modern mother being made to feel guilty for their choices - over when to return to work, over child-care, over how they put their baby to sleep, and yes, whether they give their baby the boob or the bottle.
I support healthy babies, but even more so I support healthy families. If mum is depressed and struggling to bond with baby because of feeding issues, then surely that wee bubba is suffering. Forget the nutritional value of breastmilk for a moment, what about the baby's emotional needs?
I challenge breast-feeding advocates to rethink the delivery of the "Breast is Best" message. If it's not backed up with the in home support those struggling mums need, then I'm afraid you're losing your audience.