Every once in a while we get surprised, and two years ago when we launched our breastfeeding campaign was one of those times.  None of us -- even the young moms -- knew how high emotions run on the subject.  But we soon learned!

On the face of it, with sound science behind the benefits of breastfeeding for at least six months it would seem to be without controversy.  But a straignt forward message educating soon to be moms about the science didn't prove to motivate women who were on the fence to decide to breastfeed.

So the creative team chose to frame the concept of not breastfeeding as an undesirable behavior.  The television spots showed obviously pregnant women participating in behavior that you would never see a pregnant woman doing such as riding a mechanical bull or log rolling.  The audio told the viewer that you would never risk you baby's health before it was born so why not eliminate increased risks of certain health issues by not breastfeeding.

Women who chose or were not able to breastfeed were furious.  They felt guilty enough about their choice and didn't want to be made to feel even guiltier.  The campaign was accused of using fear and the battle lines were drawn.

As with so many issues like this, the debate continues with no end in sight.  But two years later, the campaign -- which has expired and no longer runs -- was featured in a NY Times story and picked up by the Today Show.

At the end of the day, we feel all this debate is a good thing.  Whatever side you take, it is getting a lot of people talking about the benefits of breastfeeding.  We consider that success!