Breastfeeding Naturally
The Thinking
To TopKiwi kids get the best start in life.
Breastfed babies get the best possible start – they’re healthier as babies, kids and adults. And yet we don’t breastfeed babies for the recommended time (particularly Maori and Pacific babies). Our client, the Ministry of Health, wanted to turn this around - to get more babies breastfed, and for longer.
We delved into the research, talked to real mums and to breastfeeding enthusiasts across the country. The insights were clear - mums needed support if they were to breastfeed for longer and they needed to know it was okay to feed baby while out and about.
The Solution
To TopSupport was the key. We needed to give dads, grandmas, friends and others ideas on how they could support mum. And we needed to make mums feel empowered and better able to feed baby.
One way to achieve this was to connect breastfeeding mums across the country.
Breastfeeding NZ Facebook Page
Visit the page
Breastfeeding TV Commercial – Getting Enough
Watch on YouTube
Breastfeeding AdShel
Breastfeeding TV Commercial – When You Need a Feed
Watch on YouTube
Breastfeeding NZ Twitter
Visit the page
The Results
To TopCampaign awareness and relevance were at 92% and 90% respectively with 9 out of 10 mums seeing the campaign as relevant. Our priority audience of Maori and Pacific mums were 17% more likely to see the campaign as very relevant. Partners, friends and family of breastfeeding mums – their supporters - were also very aware of the campaign and saw it as relevant to them.
The social media work has been particularly effective with a large and vibrant Facebook community developed. And our research shows that Mums engaged in the social media aspects of Facebook, Twitter and YouTube also breastfeed for longer.
