"Full of love,” “Improves bonding,” and “Open 24/7” – who would think that these actually refer to breastfeeding? These are just some of the messages seen on Q Channel 11’s television campaign which runs this month.

Partnering with the women-oriented channel is the non-profit organization LATCH (Lactation Attachment Training, Counseling, and Help). “Our thrust is in lactation education,” explains Budding Aquino-Dee, president and co-founder of LATCH Inc. “We’re comprised of mothers who have breastfed or are currently breastfeeding. We share breastfeeding process and we also train mothers to become certified peer counselors. Apart from that, we also try to do advocacy work so people can have a positive view of what breastfeeding is.”

Aquino-Dee adds, “This is our second year with Q. Last year we had a campaign called Breastfeeding is Beautiful. The look, feel, and message of that were more of aspirational.

We wanted to plant that seed to the viewers that breastfeeding is something beautiful.”

This year, Q Channel 11 and LATCH take the campaign to the next level. Tagged Superheroes, because according to Aquino-Dee “that’s really what breastfeeding mothers are,” this campaign is more comprehensive. It covers three major issues surrounding breastfeeding which are actually the focus of three different TV plugs – the benefits of breastfeeding, the positive attitude that goes around it, and the need of breastfeeding mothers for support.

“So, compared to last year which was like aspirational, this year we want to solidify that aspiration of theirs. We’d like to affirm that yes, breastfeeding is beneficial, these are the reasons why you should do it and that this is the feeling that you would feel, which is like a positive attitude, and when you do it, there is support out there,” Aquino-Dee clarifies.

Fresh faces are seen in the TV campaign as LATCH volunteers themselves proudly flaunt their statement tees in front of the camera. They are joined by Issa Litton, host of Q Channel 11’s “Secrets of the Masters,” and Valerie Bariou, one of Q Channel 11’s VJs.

Litton, who’s due to deliver her second child by the end of September, shares her thoughts about breastfeeding: “I have a four-year-old daughter whom I breastfed for almost a year. I’m hoping to do the same for my second child.” She adds, “It’s something only a mother can give and share with her child. No mother should have to think twice about doing it.”

Meanwhile, Bariou shares her personal experience with breastfeeding and the good effect it had on her daughter: “I was breastfeeding for six months. Now, I’m really happy because she’s always healthy. I don’t bring her much to her pediatrician except for her monthly check-up. And I know it’s because I was able to give her the right immunity through breastfeeding.”

Bariou continues, “That’s why I’m really proud to be part of this campaign. There are some women who come to me and ask me questions. I try to motivate them to breastfeed because I tell them it’s how I was able to lose weight after giving birth. Breastfeeding did help me a lot.”

Asked why LATCH chose to partner with Q Channel 11, Aquino-Dee explains “Q Channel 11 is the premiere women-oriented channel. We share the same demographic with them. And it’s high time that there should be breastfeeding commercials on television. It’s only fair for people to shed light on something like this because it’s such a noble cause. We’re very fortunate that we are able to execute this through the generosity of Q Channel 11 and GMA Network.”