“Breastfeed Anytime Anywhere” campaign!
(Atlanta, GA and Weston, MA) —ROSE and the Massachusetts Breastfeeding Coalition have launched an exciting social marketing campaign aimed at normalizing breastfeeding in public among African American women. “Breastfeed Anytime Anywhere” builds on a considerable body of literature showing that a significant barrier to breastfeeding in the African American community is discomfort with breastfeeding in public. Buy the posters for $5.99 each. The ads were featured on the MBTA on Boston’s Red Line during May 2015.
Unlike other social marketing campaigns, the ads all specifically depict women actually breastfeeding in public spaces, often with the support of their partners. In this sense, the campaign complements the new social marketing campaign from U.S. Department of Health and Humans Services Office on Women’s Health, “It’s Only Natural” and the campaign from the Special Supplemental Nutrition Program Women Infant and Children (WIC), Loving Support Makes Breastfeeding Work.
African Americans have some of the lowest breastfeeding rates of any racial or ethnic group in the United States as well as some of the highest infant mortality rates in the United States. In addition, African American women have some of the highest rates of breast cancer mortality, hypertension and diabetes, all of which are decreased with longer durations of breastfeeding. ROSE (Reaching Our Sisters Everywhere) is a member network that was founded to address breastfeeding disparities among people of color nationwide through culturally competent training, education, advocacy, and support. Closing disparity in breastfeeding is a vital part of the Massachusetts Breastfeeding Coalition’s strategic plan.
ROSE and MBC partnered in creating this national campaign, forming a taskforce of national experts to create and test the ads. The photos for the ads were shot in greater Boston. Many thanks to Sweet Dreams Photography and to our breastfeeding families who served as models. Buy the posters for $5.99 each.