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

Brand / Logo

e.g.

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!