Breastfeeding poster dropped

By THERESA GARNER

A poster featuring actor Michael Hurst with his shirt unbuttoned and a baby at his breast has been pulled by the Ministry of Health at the start of a national breastfeeding campaign.

Health Minister Annette King and health select committee chairwoman Steve Chadwick had seen the poster beforehand, and are understood to have supported its use.

Ms King could not be reached for comment, but Mrs Chadwick said yesterday she "would have liked to see them run it".

She suggested the ministry's decision was connected to publicity last month of a Hawera prostitute who had recently had a baby offering milk from her breast to clients at a brothel.

"I understand their feeling that there has been enough negative publicity around breastfeeding when breastfeeding is meant to be a positive and affirming statement."

The poster was meant to go out today to 600 employers and businesses as part of an information pack on how to support breastfeeding in the workplace.

Auckland-based Women's Health Action, which came up with the image, says the campaign was now in jeopardy. "We think it dilutes the message," director Jo Fitzpatrick said.

She said focus groups made up of business owners and employers had reported the A4-sized poster of a man made them look twice at the issue.

"Had it been a woman they would have looked at it and decided it was a women's issue, and decided it was not something they had to engage with."

Participants were asked if they found the image offensive. "We had one man who said his wife breastfed behind closed doors and he wouldn't go in to see her breastfeeding any more than he would gatecrash her in the toilet. He said he would find any image of breastfeeding difficult.

"A younger man, when we asked if it was offensive, said, 'Have you seen the billboards full of half-naked women? Why would this be offensive?'."

It is the second year in a row an arresting image has been chosen for World Breastfeeding Week. Last year the poster featured Lucy Lawless breastfeeding her son while perched on the side of a chair wearing fishnet stockings and a short skirt.

Ms Fitzpatrick said the group did not use the images to seek publicity, but they were appropriate in today's world. "Posters tend to be very mumsy and old-fashioned. We need to use images that relate to people today."

Director-General of Health Dr Karen Poutasi said she was "not satisfied with the image at this stage".

The reason given was that it did not "fully" convey the message that there were a number of ways employers could support breastfeeding.

"The poster was never intended for wider public distribution."

Dr Poutasi said the ministry would consider releasing the poster later. "I want to stress that the ministry is committed to the objective of this campaign, which is encouraging employers to support breastfeeding in the workplace."

Prominent men considered for the campaign had included broadcaster Paul Holmes and journalist John Campbell. Hurst said last night he was surprised the image was pulled. "I don't know whether they think it's not politically correct. Basically it's a great cause. I wouldn't have done it if I thought it was offensive."