Breastfeeding: Why the health benefits aren't enough to increase rates.

It would be best for the health of our country if all women were given the tools and the environments that supported breastfeeding.

Notice how I framed that message?

This brief on messaging around breast feeding shows why advocates cannot just use the "it's healthier for the baby" argument.

Advocacy rests on framing, as I've argued before. We need to frame breast feeding with the Berkeley Media Studies formula:

Environmental Cue + Value + Policy= Desired Message

We need to focus on values. Health of the baby is one, but so are ingenuity, and equity. We need to focus on providing these types of environments to support the health of women and children.