This past weekend my mom gave me a bag full of papers from my childhood. It contained hand-prints I made when I was five, annoyingly perfect report cards from grade six and mementos from my birth lo these 35 years ago. There was a teeny-tiny hospital bracelet, which I believe you can catch a glimpse of on my right wrist in my official hospital photograph:

There was also the little card they taped inside my bassinet announcing that I was a girl. Back in the 1970s they really needed these things, because most babies spent their hospital stay in the nursery separated from their mothers. I did not. My own mother was ahead of her time, and insisted on rooming-in. We now know that keeping mothers and babies together gives them the best start, but at the time separation was commonplace.

I was a girl!
It seems that marketing infant formula was fairly commonplace as well, as the fine print on the bottom of the announcement shows.
My birth info was sponsored by a formula company
I’ve shared my thoughts on formula marketing before, and you can click through and read that post if you want to hear all about it. Suffice it to say that research suggests that formula marketing, including formula company sponsorship of hospital materials and doctors, appears to have a negative impact on breastfeeding. In 1976 when I was born, less than 42% of US mothers initiated breastfeeding. I suspect that my little birth announcement is just one example of the widespread marketing of infant formula at the time.
My own mother breastfed me, but she tells me that she received little support from the doctors and nurses in the hospital. In fact, in at least one case she was met with total disbelief that she would do such a thing. She was able to stand by her decision, but had she encountered any serious difficulties, I’m not so sure she would have been able to find the support she needed to prevail.
Thankfully, the cards they taped to my own children’s bassinets (or, in the case of Jacob’s birth, handed to me as I was leaving the hospital four hours after he was born) were not supplied by any formula company.

My son Jacob’s announcement, no formula company involved
Of course, some words on a card aren’t going to make or break anyone’s breastfeeding relationship, as my own mother’s breastfeeding success shows. But broader societal attitudes, and the availability of good support and information, can absolutely make a difference. I think widespread acceptance of formula marketing reflects societal attitudes. My own formula-sponsored birth announcement from a time when breastfeeding was not highly-valued shows this. When formula sponsorship is removed, the WHO Code of Marketing of Breast-milk Substitutes is enforced and baby-friendly hospital policies are in place, mothers who want to breastfeed have the best chance of success. I happen to think that’s a good thing, and I hope that we continue to make progress.
What do you think? Am I totally blowing a single sentence on a single piece of paper out of proportion? Or do you agree that a formula company sponsoring hospital birth announcements is inappropriate? And what do your kids’ announcements look like? I’d love to hear!





















