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A simple idea to promote breastfeeding, thought of by Independent Midwife Virginia Howes, has quickly developed into an amazing project. Many people, mainly breastfeeding mothers, but also interested companies and even some celebrities have become involved. Virginia is producing a music DVD aimed at young mothers in an attempt to normalise breastfeeding. The message is “normal milk for normal babies, normal feeding for normal mothers”. Belinda Phipps, Chief Executive of the National Childbirth Trust, (NCT) and Beverly Beech from The Association for Improvements in Maternity Services (AIMS) have pledged their support.
Initially this started out as an idea to turn a well known Christmas Song into one about breastfeeding and put it on to a DVD and Youtube but the snow scuppered the making of it in December. However the idea was formed and everyone was enthusiastic so it was back to the drawing board in January.
This time the music is original and the words have been written by Virginia herself. The project has the commitment of a filmmaker, Berny Bos who made the wonderful Home Birth Diaries and Home Grown Babies series for Discovery Health and Living TV. An up and coming music producer wrote the very catchy melody and the female vocalist from kids band Cajun Roosters, often seen on Cbeebies, is singing.
Whilst trying to come up with a novel idea for the new production many offers of help flooded in so once a theme was decided upon, Virginia gratefully accepted the input of a professional Burlesque team, a famous glamour model and a reality TV star as well as mums from all over the country. Mama Packs amazingly offered to host and design a web site dedicated to the project….oh and Patsy the Cow even has a part to play. The rest is top secret!
The coming production has been likened to a cross between Calendar Girls and A Perfect Day. As a breastfeeding mother of four grown babies herself, Virginia has always been passionate about breastfeeding and believes not enough is done to normalise it in this country.
Virginia says “Breastfeeding should be seen as the normal way to feed a baby but unfortunately it is still regarded as either a hippy, elitist or far too inconvenient a thing to do, whilst feeding with a sub standard substitute is seen as an easier, better and equal way and continues to be normalised by society and the media. Recently a famous actor put a picture of his wife breastfeeding her baby on a social network site and it caused controversy. The comments were mostly good, but some were critical. Why is that? Why does feeding a baby in the normal way cause such controversy? Its just normal feeding after all. We should live in a society where no-one comments either way. We would not comment on seeing someone eat lunch or have a cup of coffee or change a baby’s nappy. We see babies being fed with formula on TV and in magazines and no-one turns a hair, despite it being a risk behavior in comparison to feeding a baby as it should be fed. The status quo is that breastfeeding is a problem for a lot of women in our society and when problems occur it is easy to give up. I believe that this is mainly due to breastfeeding not being seen as normal or as a priority for women and babies.
The vast majority of my clients feed with minimal issues as they have received accurate information and dedicated support. I believe if all women received this support the rates would increase and therefore the health benefits would improve. I was recently in discussion on a BBC broadcast with a woman who said she was a Breastfeeding Counsellor (BFC) and a midwife, yet admitted she advised women, who were not making enough milk, to give babies extra food at 3-4 months, formula and solid foods in order that they sleep through the night. I would have liked to question her professional credentials as no BFC I know would give such advice. Babies are designed to feed with normal human milk little and often, including during the night. This woman obviously lacks the knowledge of the physiology underpinning a baby’s need of milk feeds during the night or that the lactation hormone prolactin is produced in the night hours. Consequently if a baby feeds more at night it will encourage the mother to make more milk. Furthermore, why is a professional perpetuating the myth that the mark of a good baby and a good mother is how quickly a baby can sleep through the night?”
Sadly no-one makes any money out of breastfeeding so no-one is very interested. If it was a multi million pound industry it would be a whole different story and it would be fashionable in no time. Trying to get a sponsor for even a small amount of money for this project has been impossible. People working on the project have written so many letters to all sorts of folk asking for a sponsor with no response. So now Virginia has funded it herself with supplementations from members of the public.
The Government however would save millions by improving the future health of the nation if women breastfed, but they just do not get it. Women’s issues have throughout history been placed at the bottom in priority for Governments, and it’s about time that changed. The start of life is the very foundation of health and it’s about time breastfeeding issues were given the time and effort they deserve. The Government have signed up for the Breastfeeding Manifesto but where is the commitment when we see our own prime Minister bottle feeding his newborn in the newspapers and the Shadow Prime Minister promoting formula on the TV?”
So rehearsals are beginning for the DVD, press releases are going out and costumes are being put together as everyone looks forward to the filming date of 5th March and launch date of 21st March. Hopefully at the very least this DVD, using tongue in cheek sexiness, comedy, well known celebrities and lots of cute babies will give breastfeeding some well deserved publicity and become a Youtube viral film. If Virginia’s dream is realised the Government may just put some money where their promises are and maybe commission a series of similar productions for a TV campaign similar to those successes of the clunk click adverts or drinking and driving. Now that would work!
Normal milk for normal babies, normal feeding for normal mothers. Is it too much to ask?
I am a pin-up model and Burlesque performer, and a breastfeeding Mother to my five month old daughter, Bettina. At first, I found it difficult to establish breastfeeding, and became quite ill with bacterial mastitis, but with the help and support of my local breastfeeding clinic I enjoy feeding my daughter, and it gives me such pride and happiness to know my milk is making her gain weight and be healthy, and I feel this is part of our bond.
