August Is Breastfeeding Awareness Month - We Hope You Don't Notice

August is Breastfeeding Awareness Month. Around the world lactivists, health care practioners and those who care will be raising awareness of the benefits of breastfeeding, the nutritional insufficiency of formula and even the World Health Organization (WHO) Code on the marketing of formula and how big-pharma and food producers violate their own agreements to abide by the code. At Milkface we're not going to go that route - at least, not beyond the messages that exist everyday in our stores and on our website. Those who know milkface know all about these important messages. To them, breastfeeding is normal and you don't go waving your flag and shouting from the rooftops about normal things, now do you?

It's true that breastfeeding rates should be higher. It's true that the major advertising budgets of those who sell the alternatives to breastfeeding are having a negative impact on the health of millions of children worldwide and it's true that many doctors and primary care givers are believers and espousers of the "formula is adequate" lie. At milkface we want to correct these injustices but as long as we have a commercial interest in the normal practice of breastfeeding the cynics will see the bias in our words. We will, however, as mothers who have breastfed our children to up to three years of age, share our experiences with those who visit our stores and want to hear about our experiences. As well, we see you, the breastfeeding mother, as the single best voice of breastfeeding and its myriad benefits. One-on-one with other moms and friends on a personal level.

One day there may not be the need for a Breastfeeding Awareness Month. We believe that day will come soon. When that day comes we believe that your involvement will have had a bigger role than any campaign or marketing budget could ever contribute. When breastfeeding is accepted, it won't be noticed. When breastfeeding is accepted, there will be no need for an awareness month. Maybe it's time to stop noticing.