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We all know that breastfeeding saves live and money, yet many moms, especially Latina moms, do not meet their own personal breastfeeding goals.
Why not?
According to a framing brief by Berkeley Media Studies Group (BMSG), the story on breastfeeding is narrowly framed around a portrait of the mother and baby rather than the context of real women’s lives in which it takes place.
Consider why Starbucks’ executives get lactation rooms, but baristas have to lock themselves in the bathroom to pump breast milk.
Advocates should look beyond the portrait towards to the landscape-social, cultural, political, structural, and environmental factors that make it difficult to breastfeed, like lack of support in hospitals, insufficient time and space in the workplace, unfriendly businesses, advertisements claiming false benefits of infant formula, aggressive digital media using mom-blogs, and other cultural factors.
An effective message answers three questions:
- What’s the problem? (environmental cue)
- What’s the solution? (policy)
- Why does it matter? (value)
See how World Breastfeeding Week 2016 frames breastfeeding as an issue of sustainable development.
Are you willing to make a commitment to your family and community to talk about the broader context for breastfeeding and help build a culture of health for Latino and all babies?
By The Numbers
142
Percent
Expected rise in Latino cancer cases in coming years
