You may have heard colostrum called "liquid gold," but did you know that in some cultures colostrum is seen as "dirty" or "old" milk? Where this is the prevailing belief, babies don't receive it.
Obviously, this isn't good for babies. In fact, in many developing countries non-exclusive breastfeeding can be life-threatening.
But how do you change long held beliefs about it?
A friend of mine, who develops mass media campaigns on health issues in developing countries, created this TV ad for a project in India. I think it's so clever, and the campaign did indeed change attitudes and practices, to the benefit of many babies.