The Dawn Chorus

Fresh Australian Feminism

That’s ‘Essential Baby’, Not ‘Get A Load Of These Babies’

Posted by Clem Bastow on September 19, 2008

Essential Baby is Fairfax Digital’s web presence for mums and parents, covering all things baby – from pregnancy to Baby Crocs (god, I sound like a marketing executive). So it figures, then, that they would run a story about the breastfeeding rates of various countries (apparently Norway is beating Australia 90% to 65% when it comes to breastfeeding, largely because that country provides better support to breastfeeding mothers, according to the experts questioned in the piece). It’s quite an interesting insight into the way certain countries choose to assist (if at all) mothers who choose to breastfeed.

Which is why I am having trouble working out why the Fairfax Digital team decided it would be best to create this little graphic/blurb to use on The Age Online as a click-through feature:

A note to the design team: babies are suckling on them, not FHM readers.


2 Responses to “That’s ‘Essential Baby’, Not ‘Get A Load Of These Babies’”

  1. Calippius Frogg said

    They have a distinctly Norwegian style to them, I agree.

  2. Melanie said

    Oh my goodness! No wonder less Australian women are breastfeeding – we’re living in a society that refuses to believe breasts have any other purpose than to be oggled!

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