August 14th, 2012

‘Latch On NYC’ breastfeeding campaign draws attention, but is hardly unique

By Jennifer LaRue Huget
The Washington Post

New York City Mayor Michael Bloomberg announced in May that the city would launch a campaign through which participating public and private hospitals will take steps to encourage new moms to breastfeed their babies.

The program – with the descriptive if unlovely name “Latch On NYC” – is in the news again because its policies officially go into effect on Sept. 3.

Building on a 2007 initiative in which city hospitals stopped giving promotional “goody bags” filled with baby formula, Latch On will have hospital staff explain breastfeeding’s benefits over formula feeding and make it easier for women to choose nursing.

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