I have been a Plunket volunteer for six years as well as dealing with Plunket as a client, and the nurses I have known are not zealots. Yes, they believe breast is best, but at the end of the day they cannot put a gun to anyone's head to ensure breastfeeding takes place. They can suggest, coerce and press the issue, but it is a mother's choice in the end whether or not to take the advice proffered.
Breastfeeding is a wonderful thing but it can often be torturous to establish - and certainly has been in my experience, three times over. The first child, 11 weeks premature, took ages to get the hang of it. The second was severely tongue-tied. The third was starving and partly detached my nipple he fed so often and with such vigour. Each time I would get to a point where I wanted to cry whenever the child needed feeding, the pain was so intense and the baby seemingly so unsatisfied.
And that is why breastfeeding advocates do push the issue - some with more tact than others, granted - because they know that most mothers have obstacles to clear before breastfeeding can be smoothly established. There is a percentage that simply can't breastfeed, and then there are those who cut their losses and opt for the bottle, which is an understandable choice, but one the professionals would like to help avoid. Unfortunately there just doesn't seem to be the resourcing for every woman experiencing difficulty to have a lactation consultant on call in the middle of the night when it's become unbearable - mores' the pity.
It is up to women to have confidence in their choices. As long as a baby is fed, clothed and loved, it will thrive, or so almost every baby book on the market says. Each one I've read goes out of its way to validate bottle feeding, in accordance with the new norm that promoting breastfeeding too strongly will make bottle feeding women feel bad. Talk about PC gone mad!
After all, you can still be asked to leave a restaurant for breastfeeding - you won't for bottle feeding!
It's possible that these organisations asking to remove Piri Weepu's bottle feeding footage from the TV ad was an over-reaction. Certainly the news of their advice has been a PR disaster for breastfeeding advocacy. But it's a bit rich of Weepu to go on the offensive, assuring us he's not going to allow anyone to tell him how to bring up his kids. After all, he's in that ad, telling people (presumably parents) that it's best to have smoke free homes. Why is it ok for him to advocate, but not for others?