The Be A Star campaign has been launched in Lancashire with the intention of encouraging younger mothers to breastfeed.The campaign features a series of striking posters designed to change current attitudes towards breastfeeding and make breastfeeding look 'cool'. According to breastfeeding statistics nationally, working class Mums are twice as likely as Mums from a professional or managerial background to give their babies formula-milk from birth.
BreastFeeding is too often "....seen as a 'sitting cross-legged under a tree humming' thing – something hippies do,' Michelle Atkin, from Little Angels told the Guardian.
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The posters show a variety of young and trendy women, breastfeeding their infants with lines such as 'She's not a celebrity – she's a star!' or 'She's not a singer – she's a star!'
The ad agency which came up with the campaign said: 'The cult of celebrity is very strong in this group, but it made no sense to blow the budget on a celebrity endorsement. It was far more powerful to make celebrities out of the mothers.'
April 2008
Click Here for more Information on Breastfeeding
Take a look at http://www.beastar.org.uk
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