I am not being very original here, I have blapped on about this a few times on MN. But I am going to say it again anyway 
I am working class, I live in a working class/area with very high rates of teen prg/economic inactivity/distrust of social and healthcare professionals.
Hardly any of the white/uk mums bf. I havent met any negativity because I bf but people think its a real novelity. They make friendly jokes like 'shes getting em out again' etc. Its all in good humour and it doesnt bother me (I am 43 and a mum of 5 though).
On the quiet, a fair few have whispered that they would have liked to bf. The way they talk about it though, its more like some sort of impossible, faraway thing. People like them dont do it. I think thats why they are suprised I do, because I am like them.
Anyway to the point - Who bfs on soaps? Pretty girls who wear slinky clothes? No overweight ones who only got pg because someone was pissed enough to have sex with her.
Does Victoria Beckham, Katie Price? I am no fan but many, many people are and copy just about everything they do. I firmly believe this would even run to how they feed their babies.
If we could get soaps etc to show bf as normal and NOT make a big deal out of it, if we could get slebs (however tacky) to casually bf their children, I really think it would have a huge affect on bf rates.
We live in a society were celebrity is all. Like it or loathe it, its the way things are. Women round here love their babies but they dont trust professionals. They feel intimidated and this often translates as hostility 'Im not going to do what some stuck up bitch tells me'.
I think it has to be indsidious IYSWIM. Not so in your face.