Breastfeeding has proven health benefits for both babies and mums. But it’s a contentious subject for many, with strong opinions for and against. This impacts on initiation and duration rates. Thus, in spite of the benefits, only 2/3 of mums in Northern Ireland start breastfeeding and just 16% are still breastfeeding after 6 months. That’s well short of the WHO guidance of 6 months of exclusive breastfeeding. One of the barriers is social acceptance. New mums can’t spend all their time indoors. But many don’t feel comfortable breastfeeding in public. Our task was to create communications that would help to normalise breastfeeding in public and create a more supporting environment. To do this we wanted to challenge those who make mums feel uncomfortable and give mums the confidence and resolve to exercise their right to breastfeed in public. Activity included TV, radio, outdoor, press, various digital display formats, content partnerships and social.
Client: Public Health Authority
Client Team: Stephen Wilson, Margaret McCrory, Janet Calvert and Edel Gallagher.
Creative team: Eoin Alexander, Darren Lyttle, Jim Adams, Ruth Jackson
Producer: Gareth Hammond
Digital creative: Chris Tully, Laurent Pavesi
Media & digital: Wendy McKnight, Roz Leathem, Kathryn Lindsay, Callum Morgan
Account team: Dawn McCord, Helen Blakley, Danielle Black
Strategy: Stephen Bogan
Production company: Spot On
Director: Keith Hutchinson