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Dear List,
Has anyone else been infuriated by the latest
'Tena lady' incontinence pad ad? It begins by showing a mother-to-be in labour
giving 'three pushes to the pain' and winds up focussing on the misery of
motherhood due to incontinence. There is an underlying message going out to
society that the traditional means of giving birth has many 'unpleasant' side
effects. So to add to the recent finding that women are smoking to have smaller
babies, we will now have even more women requesting caesarean section. The
status of motherhood will also take more of a 'nose dive'.
Wouldn't the issue of incontinence (which certainly does
exist) be attributed partly to instrumental delivery! But of course surgical
follow-up can be a good money spinner. Shame the ad couldn't be taped and be
shown at the inquiry!!
I suppose really what I'm trying to say is that the fear
campaign continues, and this advertisement is shown Australia wide. Pretty
powerful stuff hey? It's pure marketing at its notorious best and is continuing
to feed Australian women rubbish. We need a follow-up ad to show that with
continuity of midwifery care your bladder is not at as great a risk of permanent
damage. Australian women deserve to be better informed.
Sam Jones
Curtin Midwifery
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