I think it's a lot more helpful to every woman to hear "every ounce of breastmilk helps reduce the risk of X Y Z" as everyone can deduce the alternative.
But breastmilk doesn't reduce risks, formula raises them. We've come full circle!
...but your goal was to convince the uneducated public who was susceptible to advertising, was it not?
I'm still waiting to know of one person who wasn't aware that breastfeeding wasn't "normal" or "natural".
Sorry have to jump in here, 'me me'! Just reminded me of when MIL asked when LO would be moving onto 'normal milk' (meaning from BF to FF). It did make me chuckle at the thought of my 'abnormal' milk
I have to say, among my friends, I have many who have recently had babies. About 1/2 have BF and stuck with it for several months and the other 1/2 have decided to go straight to FF. I have to say, among the FFers I know, FF is generally seen as equal to BF and feeding choice seems to be more of a lifestyle choice (from what they have told me without me probing).
I don't know if changing the way BF is marketed as suggested in the OP would change perception, maybe so (they are all educated ladies I am sure aware of the benefits of BF as they are currently presented), but I do know (if only from reading how this thread has unfolded) that it would cause offence to some.
I guess the key is finding the right balance and I don't think we are quite there with the 'breast is best' approach. If anything I reckon the formula companies were rubbing their hands together when the campaign was released, to me it kind of makes BF seem elite and even unattainable.