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MBC conceived of our ad campaign, "All Walks of Life" in order to convey the idea that "Breastfeeding is normal ". For decades, breastfeeding has been compared to formula feeding, and the phrase "Breast is best" has become part of our language. To paraphrase breastfeeding expert Diane Wiessinger, "breast is best" implies that formula is normal, but breast is even better.

Wiessinger inspired us with her essay "Watch Your Language". In it, she says that breastfeeding is not an "added bonus" compared to formula. Wiessinger argues that our society needs to change the way we think about breastfeeding. The American Academy of Pediatrics states that breastfeeding IS the normative feeding method and therefore, all other ways of feeding must be compared to breastfeeding as the gold standard. Language about the "benefits of breastfeeding" also presumes that formula is the normative feeding method. We must instead talk about the "risks" and "disadvantages" to not breastfeeding.

As Wiessinger says, we cannot hope to create a culture where breastfeeding is commonplace and accepted unless we change our language to move toward thinking that breastfeeding is simply normal and standard, and not just an "added bonus". We recognize this view represents a significant departure from the way our society has thought about feeding babies since the second half of the twentieth century.

MBC therefore wanted to convey the image that any woman can expect to breastfeed, and that breastfeeding is not confined to certain stereotypes. Women’s footwear provided a great proxy for defining how different women may see themselves. In the words of one of our members, "Shoes are the language of all women". Furthermore, it is crucial that all members of society see breastfeeding this way, including men, grandparents, teenagers, young adults, and children. This is why we chose to depict a baby, which is more universal, rather than a pregnant or nursing woman.

In addition to running this ad on the Boston subway system’s Red Line during April and May 2005, we are coupling this ad campaign with a mailing of a series of clinical quiz questions to obstetricians in Massachusetts, which have our "All Walks of Life" theme on the front of the cards. We hope this approach will help when parents talk to their doctors about choosing how to feed their babies. Of note, one of MBC’s main missions is to help support health care providers by providing them with evidence-based practice tools to help prevent breastfeeding problems and to solve them easily.

MBC wishes to thank our photographer Scott Mullen; the women who work at 25 First Street in Cambridge, who served as models; and Larry Slotnick for his help in coordinating personnel. Most of all, special thanks goes our talented graphic designer, Diane Bagley, for her dedication and creativity.

MBC refuses support from the pharmaceutical industry or the formula industry so that we can remain an independent voice committed to evidence-based best breastfeeding practices.

If you wish to help support MBC’s activities, please send a tax-deductible donation to: MBC, 254 Conant Road, Weston MA 02493. Thanks!