Breastfeeding: shifting social norms
| client: | Department of Health |
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| project dates: | 2002 - 2005 |
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The Department of Health has a target to increase breastfeeding initiation rates by 2% each year – with an emphasis on disadvantaged communities, where rates are around 30% lower than higher income groups.From 2002 to 2005, Forster shaped and delivered National Breastfeeding Awareness Week as a credible and inclusive campaign to motivate women to initiate and sustain breastfeeding through the first six months of their babies’ lives. Our strategy evolved across the campaign period, but remained centred on a constant core proposition: ‘Mother’s Milk – the start of something special’. Throughout, we emphasised the powerful emotional bond that breastfeeding can create between mother and baby. Project outcomes
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