A few years back, the department of Health and Human Services planned an ad campaign meant to encourage women to breastfeed by referencing research that breastfed infants are much less likely to be diagnosed with diabetes and asthma. The ads were meant to startle: One featured a syringe covered with a bottle nipple; another had an asthma inhaler similarly topped.
But we never saw these ads. Instead the HHS campaign released ads with images of dandelion fields and cherry-topped ice cream scoops (wha? sounds porn-y), as a way to dramatize that breastfeeding may help curb respiratory problems and obesity.
Why the switch? Ask the formula lobbyists, who subsequently wrote to then HHS director Tommy Thompson expressing their gratitude that his staff stopped health officials from “scaring expectant mothers into breast-feeding.”
The formula industry’s intervention — which did not block the ads but helped change their content — is being scrutinized by Congress in the wake of last month’s testimony by former surgeon general Richard H. Carmona that the Bush administration repeatedly allowed political considerations to interfere with his efforts to promote public health.
It goes something like this: Former high-ranking government officials became lobbyists for pharmaceutical companies who also manufacture and market baby formula. These pharmaceutical companies are big time political donors. So the lobbyists get the ears of current high-ranking government officials, like the director of Health and Human Services. And suddenly you get a much softer, less “offensive”, and arguably less effective, pro-breastfeeding campaign.
Duane Alexander, head of the government’s National Institute of Child Health and Human Development, defended pulling the more aggressive ads, noting that he was concerned that the claims being made by the ads had no basis in science. But those behind the HHS breastfeeding outreach project strongly disagree:
Speaking to the International Lactation Consultant Association in 2005, [Suzanne] Haynes, of the HHS women’s health office, said she was “overruled.” Veteran pediatrician and breast-feeding researcher Ruth A. Lawrence of the University of Rochester, who was on the initial advisory committee brought together by Haynes, said the science undergirding the ads was “entirely convincing. Everyone on the committee had to agree on a finding before it was approved. We were very distressed by what happened.”
Here are two of the original ads:


And here’s one from the revised campaign:

Oh yeah, them dandelions really grab ya! And see how they look like boobies?
And the controversy continues. This past April, HHS decided not to promote the analysis of its own Agency for Healthcare and Research Quality, which found that breastfeeding is associated with fewer ear and gastrointestinal infections, as well as lower rates of diabetes, leukemia, obesity, asthma and sudden infant death syndrome.
The report did not assert a direct cause and effect, because doing so would require studies in which some women are told not to breast-feed their infants — a request considered unethical, given the obvious health benefits of the practice.
A top HHS official said that at the time, Suzanne Haynes, an epidemiologist and senior science adviser for the department’s Office on Women’s Health, argued strongly in favor of promoting the new conclusions in the media and among medical professionals. But her office, which commissioned the report, was specifically instructed by political appointees not to disseminate a news release.
Look, we’re not stupid. We know that lobbies basically run things in Washington. So why not just get it over with and mandate formula feeding once and for all?
(See also, Who Wrote the Breastfeeding Ads?)
Posted by MommaSteph.