babies were born to be breastfed

I finally saw one of the controversial Ad Council-produced billboards that I wrote about last winter -- the ones that the infant formula industry continue to try to kill.

It was on a a small highway in rural South Carolina. It was completely black except for one line in white: "Babies were born to be breastfed."

I was pleased to see it and I think the message is simple and to-the-point but it amazed me to see this incredibly unassuming and un-slick billboard because I know how hard the formula industry has worked to prevent these billboards from appearing.