Bloomberg Flogs Breast Milk on the Subways


This new city ad extolling the virtues of nursing has appeared on the IRT 2 and 3 trains, and probably elsewhere in the system.

For those of us accustomed to the rather gruesome TV ads disseminated by the city’s Department of Health and Mental Hygiene, the new subway ads come as a shock and a pleasant surprise. Instead of guys croaking about how they got lung cancer from smoking, or getting fatter and fatter from eating fast food, there’s what appears to be an overweight Hispanic woman breast-feeding her baby. Nevertheless, the message is positive for a change, encouraging rather than punitive.

In fact, what seems to be a rather large expanse of breast is exposed, perhaps to catch the eye of the subway rider. On closer inspection, though, it turns out to be the baby’s crooked arm. On the car Fork in the Road found itself in, nobody was gawking or even paying attention. The female model made an impact by looking like a real person, rather than the glitzy fashion-model types featured in most subway ads.

We’ve been scouring other trains to see if other races are represented in breast-feeding ads, or has the Department of Health and Mental Hygiene decided to target mainly Latins as the group most resistant to breast feeding? The ad is prominently signed by the mayor, though produced by the DOHMH. It carries the slogan “Breast Milk: Customized by Nature, Delivered by Mom.” Catchy, huh?

Are other races also being targeted by the ads?