Our Mission:

To Give Breastfeeding a Makeover,

and to Beat the Booby Traps™–

the Barriers to Breastfeeding Success.

Our Credo:

ALL moms deserve to make a truly informed feeding decision and to be cheered on, coached and celebrated without pressure, judgment or guilt.

ALL breastfeeding moms deserve full institutional and cultural support to achieve their personal breastfeeding goals.

(for more about our Credo, click here)

Background to our Mission: The amazing health, economic and environmental benefits of exclusive breastfeeding for six months or more are well-established. Yet, most moms throw in the towel in the first few weeks! Too often, it’s not their fault, and new moms don’t need more pressure or more guilt. The truth is that women are being urged to breastfeed but are being set up to fail by the cultural and institutional barriers (the booby traps) that keep them from making an informed decision and achieving their personal infant feeding goals.

BFB is doing for breastfeeding what the 1991 Demi Moore/Vanity Fair cover did for maternity; creating a cultural shift in the way we view and support breastfeeding. New moms deserve to be inspired, prepared, and empowered™ with positive images and messages, great celebrity and everyday role-models, and smart info on how to get their best game on to make nursing discreetly work in their modern, multi-tasking lifestyles! Most of all, they deserve not to be undermined in their efforts, and deserve to feel fabulous about giving the best to their babes.

Our mission is twofold: 1) give breastfeeding a makeover — market, brand and mainstream it, acting as a catalyst to elevate this cause on par with Komen, Juvenile Diabetes, (Red)™ and others; and 2) shift the focus and pressure off moms and onto the “booby traps” —the cultural and institutional barriers to breastfeeding successfully—helping to remove those barriers through positive social pressure. We are harnessing the power of celebrities, corporations, foundations, fashion, advertising, the medical community and the media to bring about a culture change that embraces, celebrates and supports breastfeeding moms.

Low U.S. breastfeeding rates cost thousands of lives and billions of dollars. Low income and minority populations are being hit hardest with health problems they can least afford, health problems like obesity, diabetes, asthma and allergies that that are exacerbated by low breastfeeding rates. Social marketing is a cost effective and expedient way to change the culture and spur system-wide support structures to help millions of mothers succeed.

What We Believe  (for more about our Credo, click here)

  • Parents & caregivers deserve to be inspired, motivated, coached and cheered on!   Parents don’t need to be judged or told what to do.   Finger-pointing and judging only fuels the “mommy wars” and “breast vs. bottle” debate.   Becoming a parent is tremendously challenging, and deserves empathy, compassion and respect.
  • Parents & caregivers deserve to have access to positive, inspiring, and evidence-based facts so that they can make informed decisions.   We are working to make sure that the information parents receive is free from undermining influences or conflicting agendas.
  • Our focus is on making sure expecting mothers are prepared for breastfeeding, know what to expect, and have the tools to overcome any hurdles.    We are mostly concerned with supporting the 77% of women who want to breastfeed to get through the 6-8 week learning curve so they can go on to nurse for as long as they desire.
  • Regardless of whether a mother breastfeeds for one week, one year, or not at all, her story has value in helping more mothers succeed and accomplish the breastfeeding goals they set for themselves.
  • We believe in moms.   We never forget that once we were squeamish about breastfeeding, struggled with it, and had to find our way.   If we could do it, so can you . . . we’ve got your back, Babe!
  • We believe that breastfeeding is a foundation of human health, and as such, is a cause that deserves significantly increased funding and resources.

Did we miss anything?   Leave us a comment and let us know!