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June 26, 2010

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Home » Metro » Health and Science

Mothers want to spread 'breast is best' message

A GROUP of new mothers are trying to launch a breast-feeding campaign in the city and are seeking partners to make an advertisement to counter the increasing number of baby formula ads.

Hao Qiqi, 26, said yesterday that many people had told her formula was more nutritious for babies, and she found that many new mothers had been given similar advice, which she believed to be wrong.

"When my mother-in-law went out with my 14-month-old baby, she would compare him with others," she said. "And when she found some other babies stronger than mine, she'll say it's because I don't feed him baby formula."

The group she formed has already come up with some ideas. One has three milk powder cans out of breath in a race being won by a baby.

Hao said she wants to spread the message that while baby formula is getting closer to breast milk, it can never replace or surpass it.

"Several mothers have given suggestions, and more than a dozen expressed their support," she said.

"We learned that publishing an ad on a bus needs about 10,000 yuan (US$1,430) to 32,000 yuan, which we can afford." But they have been told advertising on buses can only be done by registered organizations or companies. The mothers hope to gain the backing of organizations or companies supporting breast feeding.

"We sent mail to several companies, but haven't got any feedback yet," Hao said.

Miao Jun, a director with the Shanghai Industrial and Commercial Administrative Bureau, said individuals can only publish personal ads. To publish ads which express an idea or opinion required a legal organization.

Qin Yan, a doctor at the Shanghai No. 1 Maternity and Child's Health Hospital, said: "Breast milk is easier to be digested and absorbed for babies. It also contains many antibodies to protect babies from disease."


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