Bella, you say "I didn't say that "people will do the opposite of what they are told" but at 11.02 you said "They want to make their own choice and the more one way is rammed down their throats the more likely they are to think "get stuffed I'm doing my own thing"", and earlier you said "quite a few will do the opposite just as a point of principle. "
!!!
Clearly, your point is that some people will consciously decide not to breastfeed, because they have read/heard somewhere that the message is they 'ought' to breastfeed.
I don't think you are wrong, but I don't think it is as simple as that. People make their own decisions - based on all sorts of things, including what makes them 'feel' normal - and then seek affirmation that they were right to make this decision. When they see a slogan, they may decide it is 'preaching' to them, which they don't like, and this affirms to them they were correct to make their decision as a response to what they claim is having something rammed down their throat.
In smoking, which I am not equating to ff, but which is a useful example as it has seen masses of public health attention, the research shows there is a hard core of smokers who smoke as a sort of rebellious, bonding thing...or at least this feeling prevents them from following strategies to help them give up. They talk about it as a sort of civil rights issue. Indeed, there is some research that shows that this group's determination to smoke is increased by having to huddle in doorways out of the rain, with their fellow smokers...
This does not apply to all smokers, many of whom want to stop and dislike the huddle. But it does apply to some.
So your identification of a sort of rebellious bottle feeder could be correct