Softening a Message

The federal Office on Women's Health developed an ad campaign several years ago that included insulin syringes and asthma puffers that looked like bottles of formula to make women aware of the risks of passing up breast-feeding.The formula industry objected to the campaign and brought in powerful lobbyists, including Clayton Yeutter, who was agriculture secretary during the administration of George H.W. Bush.In the end, the agency dropped many of the hard-hitting ads and kept the more soft-focus ones, including images of dandelions puffs and ice cream scoops that looked like breasts. In the 2004 letter at right, Yeutter thanks the secretary of health and human services for modifying the ad campaign

Softening a Message

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