Breast milk is without doubt the healthiest food for young children. But is that always truly the case? What repercussions can a breastfeeding mother's poor dietary choices have on a newborn's health? This is the provocation launched by the shock advertising campaign promoted by the Brazilian Pediatric Society of Rio Grande do Sul (and created by the agency Paim), which, under the rallying cry "Your child eats what you eat," highlights the precise responsibilities of a nursing mother towards her child. The photos, which have made waves around the world, show a small infant appearing to suckle, through the mother's breast, a high-calorie hamburger, a fizzy drink or other junk food.

The campaign, which also places emphasis on the importance of a balanced diet during pregnancy, underlines that a mother's diet during pregnancy and breastfeeding can prevent a range of future illnesses in the child. "There is scientific evidence," reads the Pediatric Society of Rio Grande's website, "demonstrating that the nutrients received by the foetus and young child influence the onset of future diseases, such as cardiovascular conditions, obesity, diabetes, metabolic syndrome and hypertension."

So, no to so-called junk food during pregnancy and breastfeeding — not only to protect the mother's health and allow her to regain her pre-conception physical shape as quickly as possible, but also and above all for the child's wellbeing. A varied and balanced diet, low in fat, with simple seasonings and light cooking methods, based on seasonal produce and with a limited consumption of animal-derived foods, represents the ideal choice for a pregnant woman or a nursing mother (and not only).

The Brazilian paediatric society's initiative also highlights the importance, for the prevention of childhood obesity and children's long-term health, of exclusive breastfeeding up to 6 months of age, followed by the introduction of appropriate complementary feeding (without recourse to cow's milk in the first year of life), and daily physical exercise.

Photo credits: Pediatric Society of Rio Grande

Translated by Francesca Clemente