Busting the Top 10 myths about Bounty

By Megan Baker

For 30 years Bounty Bags have been presented to Australian Mums. Over the years Bounty has seen many changes and has always strived to move with best public health care practice in mind. The Bags have evolved over time following feedback from health professionals and families. We support BFHI and the importance of breastfeeding and understand the need to be consistent in the provision of general health messages. Our longstanding history is both a blessing and a curse as many misconceptions about Bounty and what the bags do and don't contain have developed over time.

There are some myths however we feel need to be addressed:

• Myth 1. The bags contain formula Bounty has never sampled formula in its 30 year history, the information in the Bounty bags supports breastfeeding. All the information in the bags complies with WHO guidelines.
• 2. The bags will jeopardise BFHI accreditation. The bags have been WHO compliant for over 4 years - promoting and protecting breastfeeding. The information promotes exclusive breastfeeding as the normal way to feed a baby. We no longer accept advertising for bottles, teats and dummies as per WHO guidelines. We work closely with the ABA and Lactation consultants.
• 3. The hospital has no control over the samples and things are slipped in unannounced - Hospitals are informed in writing prior to the inclusion of a new samples and can accept or refuse individual samples or information items. The bags are sealed to prevent any unauthorised additions from outside control.
• 4. Its just advertising! Research confirms that new mums are hungry for information. The Bounty Bags contain a mix of samples and educational information. Both federal and state governments have used the bags as they provide an effective way to promote new health campaigns to over 240,000 new mothers annually. Government campaigns include the pregnancy helpline, new car seat laws, drowning prevention DVD and the City rail pram safety DVD. We also carry information from the Family Assistance Office and Centrelink.
• 5. Subtle endorsement of the products by the hospital. The bags are clearly labelled Bounty Bags, there can be no doubt as to where they bags are sourced. Every bag carries a written disclaimer on the outside and second disclaimer is included within each bag.
• 6. The bags contain a low alcohol beer voucher for dads and chocolate bars. Whilst we have included these samples in the past we now appreciate that they did not support a positive health message. For this reason we can give an absolute guarantee that in the future we will not sample any products which do not promote healthy living.
• 7. Bounty Bags are not educational. The magazines and annuals provide articles and Q & A pages with regular expert contributors from Midwives, Lactation Consultants Paediatricians, and ABA counsellors.
• 8. Hospitals have limited storage for non-essential stock – Bounty can be flexible with delivery arrangements. We can send stock weekly if necessary to overcome storage issues.
• 9. The hospital doesn't receive any benefit. Bounty contributes financially to the Maternity unit.
• 10. Third bag redeemed through Target is not subject to the same stringent controls. The Mother and Baby Gift Pack or Target Bag is part of the Bounty family and as such continues to reflect the same message as with the first two bags. There are no advertisements or editorial copy or features which promote bottles, teats, dummies or infant /follow-on formulas in this bag.

We are always keen to hear from health care professionals as to how we could improve our service so please let us know. For any enquiries or further information please contact Megan Baker on mbaker@acpmagazines.com.au or call (02) 8116-9351.