"Latch On" New York initiative - It's Not About You!

I've been reading some blogs about the Latch On initiative in blogs and twitter, all I see is women saying get out of my bra Mayor Bloomberg! I won't delve into the initiative specifics, for that you can read here. Well guess what ladies, "Latch On" is Not For or About You! Or you, yeah you, reading this right now.

Now, in 2016, this 2012 post is still relevant. In that many women still dont see other women nursing. So much in our lack of time lifestyle doesnt allow us the comfort of nursing. That sentence stands out to me still. Im so glad Latch On was an initiative I witnesses. It reminds me that my awareness level - and personal learnings from family and friends - arent always the same with other mothers.

Back to Latch On...

Middle class women, educated women, and women reading blogs are arguably aware of the choices they make when breast feeding or formula feeding their babies. Because we are reading, and engaging in conversation, we understand it's a choice, and our personal pros and cons that come with our choice.

But hundreds of thousands of women don't make a conscious choice, they just do.

Think for a moment about how much formula advertising there is in the world? Bus stops, tv commercials, bottle fed babies are arguably seen throughout urban areas, "free formula" bags at the hospital, and direct mail to new mom's... But where are the moms who are breastfeeding? Where is the breastfeeding advertising? And please don't say "it's natural" so women should know how. The CDC study shows "While 75 percent of U.S. babies start out breastfeeding, the Centers for Disease Control and Prevention says, only 13 percent are exclusively breastfed at the end of six months."

Most women post-baby boomers generation, born and raised in the U.S., haven't seen a women breastfeeding, let alone their mothers or family members breastfeed. So no, most women don't instantly think about breastfeeding, but they do have $688 millions of dollars of formula advertising in their ear, according to Nielsen data.

The Latch On initiative is to ADVERTISE to women that they have a choice, to breastfeed or formula feed. Women, who may be poor, uneducated, and have limited resources, will for The First Time be given information on breastfeeding, education they didn't have before. You have this information tho. You are probably a women who - if you desire - can bring your own bottle and formula to the hospital. But at least breastfeeding information will be provided - and ADVERTISED!