For over six decades, the international, mother-to-mother breastfeeding support organization La Leche League (LLL) has been helping women breastfeed successfully. LLL was formed at a time when the dominant ideology of scientific motherhood framed mothers as obedient adherents to physicians' strict guidelines, which encouraged bottle- feeding and discouraged close mother-child bonds.

LLL has been credited with challenging scientific motherhood, transforming medical discourse and practices surrounding infant feeding, and prompting the medical professional to accept mothers' active involvement in decision-making; yet, paradoxically, it has also constrained mothers by reducing women to their maternal biology, discouraging mothers from participating in the public sphere, and alienating economically challenged, working, minority, and lesbian mothers. While scholars have studied the paradoxical nature of the organization, there has been no in-depth study of the rhetorical strategies that LLL employed in order to gain a dispersed audience of dedicated supporters and affect significant change.