Breastfeeding Support, Breastfeeding for Health, Preparing for Breastfeeding and Breastfeeding is Normal, are the four themes of Calgary Breastfeeding Matters Group (CBMG) Calgary Transit bus ads. The Calgary Breastfeeding Matters Group, is a non-profit organization that strives to  promote, protect, and support breastfeeding in Calgary.  And this newest and biggest project ever is so exciting to me! Last week the CBMG launched 5 new ads supporting breastfeeding, to be placed in Calgary transit buses for one year. Click here to see the ads, along with resource sheet to fit each theme.

Why do this?In Alberta, mothers do not get sufficient breastfeeding support. Right now in Calgary, fewer women are starting to breastfeed their babies and babies are being breastfed for fewer months than in previous years. Breastfeeding initiation rates were 92.7% in 2005, 92% in 2007/2008 and decreased to 90.8% in 2009/2010 (1). At the first public health visit in Calgary, exclusive breastfeeding rates are only 44% (2). This is largely due to promotion of infant formula. Breastfeeding needs help!

These beautiful photos were taken by Kriztina of Beothy Photography at the launch. It was also great to see a lot of media, which resulted in two news clips, a great radio clip and a Herald article! The Herald article concentrated on the 1 out of 5 ads that are not positive: “Babies who are not breastfed have higher incidence of diabetes”. While CBMG expects to be receiving the odd email and negative comment about this ad, I think it’s important to put out there. As for making mother’s feel guilty – I wish they would target that guilt as anger towards lack of adequate support and “booby-traps.” Dr Jack Newman writes about advertizing breastfeeding in this great article on Kellymom: “Breastfeeding and Guilt,” or check out the Resource sheet for this ad.

Overall, feedback on all ads and the campaign has been very positive! If you have any questions or comments, post below or email busads@cbmg.ca