Who we are
We are Jo and Amie, two ambitious mothers equally passionate about the strong need to reclaim a breastfeeding culture within our society.
Why we are taking the step?
To take Infant nutrition to another level!
Information supplied by Physicians, Health Professionals and also the Government supporting breastfeeding and therefore infant nutrition is highly informative but unless you have a science degree behind you like Jo and myself, and even then, this information can at times be daunting, confusing and even tedious to take in, particularly for busy mums and the young mums. Hardly bedtime reading. We feel they are missing out on the information-based support they need to encourage them to breastfeed, and that support has got to come from everyday sources. Once upon a time it would have been handed down through generations of mothers, but now it is alarming that most people wouldn’t even question whether ‘formula’ is any good or not. Blinded by some ‘science’ and in desperate need of real information we as a society have dumbly and routinely accepted a bum deal when it comes to feeding our babies. We need to take and disseminate the right bits of info in the right way to reach the people who would most benefit. Are we going to change society overnight? No, but at least we can apply some creative thinking to the problem and fight back with some of those very insights the formula giants have exploited for so very long.
To challenge the current media portrayal of breastfeeding!
Have any of you ever noticed a TV ad or campaign [in England or Wales - Scotland is way ahead in this respect] in the past or present promoting breastfeeding; the goodness of human milk and the essential nutrients it provides for an infant’s development and growth? No! Neither have we! Many TV ads choose to focus on the goodness of cow’s milk instead – how is it that milk from a cow – an entirely different species – achieves honour over human milk with regards to human infant nutrition? This misconception by society, combined with wily and heavyweight advertising by artificial baby milk manufacturers, is what has greatly inspired us to take action and make a change. Breastfeeding has a naff image. The Government isn’t doing much above-the-line work to change that either, so someone has to.
How we propose to make a change
We are in the process of creating a bespoke and cutting edge media-lab-resource centre. Collaborating with the information and media that are already out there and make the pro breastfeeding message more attractive, friendly, creative and fun!
We hope that it targets every day mums, young mums and their families and build a bridge between them and the professionals too, as well as all the long established support organisations made up of volunteers and concerned parties who struggle on limited resources and zero marketing budget. Who’s got time to sell the concept of good infant nutrition to the very people who need it when they are themselves in the front line of providing support? We ourselves could have trained to become breastfeeding counsellors, for instance, but we feel strongly that it would be smarter to use our skills and passions to their best advantage; to support those on the front line with our own business, media, creative and science backgrounds, and of course breastfeeding and parenting insight.
For more information about Milk of Human Kindness contact jo@milkofhumankindness.org.uk or amie@milkofhumankindness.org.uk
www.squidoo.com/milkofhumankindness
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