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Who is reaching moms?
The Case Against Breastfeeding
Breastfeeding is being outmarketed!
Information on health benefits is not enough! Our culture is image, celebrity & consumer driven.
Marketing changes attitudes, beliefs and behaviors.
“You can’t move from the fringes to the mainstream without skillful marketing” --David Bornstein, How to Change the World
What are the Booby Traps®?Cultural :• Cultural squeamishness, social disapproval of NIP,
militant advocacy, negative breastfeeding experiences• Myths, misinformation, constant contradiction in media
Institutional Booby Traps• Hospitals: Most perform poorly, only 17% are BFHI• Lip service from physicians, nurses & health professionals• Insurers that don’t cover costs or supply lousy pumps• Stores sell mailing lists to formula companies• Lack of paid maternity leave, subpar lactation programs• Breastfeeding movement not using collective impact• Not enough laws protect NIP & breastfeeding rights
Breastfeeding Needs a Makeover!
• Shift Pressure off Moms and on to Barriers
“Beat the Booby Traps®”
• Market and Mainstream Breastfeeding
Brand, Image, Message, Celebrities
• Elevate the cause like Komen, (Red)™, March of Dimes, Team Leukemia
Image
Best for Babes Celebrity Cabinet
NEW MESSAGE
Promote, Protect, Support
Breastfeeding
MOMS & Healthy Infant Feeding
Attraction, not promotion:“Inspire, Prepare, empower
“Cheer on, coach, celebrate”
Benefits of Breastfeeding
OLD Messages vs. NEW Best for Babes(Promote vs. Attract)
Breastfeeding can be challenging—but it’s worth it, we’ll show you how”
Promote Protect Support Breastfeeding
The AAP says moms should breastfeed for 6 months
Promote Protect Support ALL MOMS on healthy infant feeding
cheer, celebrate, coach moms
“Breast is Best”
Breastfeeding is Easy / Normal
Breastfeeding is a “lifestyle” or “personal choice”
Breastfeeding Movement Human Milk Cause
Moms DESERVE to make informed feeding decisions and succeed
Breastfeeding as Prevention / Cure
Moms DESERVE to meet their personal breastfeeding goals
Human milk Saves Lives -- Miracle Milk®“Mom-Made Wonder Food”, Super Food, Donor Milk
Celebrity Event in April 2012 covered by the media, reaching MILLIONS!! Message: breastfeeding is IN … cool, mainstream, important . . Breastfeeding is a bona-fide “cause”
Kelly Preston bfing 16-mo old: 250k views / 48 hrs / People
Jenna Elfman on donating milk: 10,000 views / 24 hrs / BfB
Celebrities + Messages + Media
Our Messages & Language in:
Nationwide Fundraiser
In Progress
Ad Campaign, PSAs donated
by Mullen
Recognition of Ethical Companies,
Media & Care Providers
Harassment Hotline
Collective Impact is Critical
Social Marketing Takes a Village – Join Us!