This was an integrated national advertising campaign to help increase support for breastfeeding mums by encouraging more family support in the home and community acceptance of breastfeeding in public. Commissioned by the Ministry of Health it featured TV, radio, print, online, a comprehensive DVD resource, celebrity advocacy, promotional events and a significant social media component.

I was the Account Director responsible for developing and managing the second phase on the campaign which saw the production of the DVD resource, the addition of the social media elements and shift of the main focus to encouraging greater community support.

The campaign achieved 92% awareness and 9 out of 10 mums saw it as relevant. Supporters of breastfeeding mums – their partners, friends and family - were also very aware of the campaign and saw it as relevant to them.

The YouTube clips, taken from the DVD resource, have now been viewed hundreds of thousands times! The Facebook community has drawn almost 10,000 supporters. Furthermore, research shows that mums engaged in the social media aspects of the campaign breastfeed for longer.

Since the campaign began, the percentage of Maori babies being breastfed at 6 months of age has doubled. A great result and wonderful to be part of!