#BREASTFEEDING&WORKLets make it work

About the campaign

• Globally only 38% of infants are exclusively breastfeed despite the proven benefits of breast milk for optimal growth of infants.

• Women rely on formula milk which lack the essential nutrients for optimal growth of the baby

• Lack of proper breastfeeding is one of the leading cause of high infant mortality in India

• The Campaign aimed at promoting provision of breastfeeding rooms in public places & offices

• The hospital chose to raise awareness by starting a campaign on World Breastfeeding Week by asking publics to join their petition for availability of breastfeeding rooms in Public places & work places for women

The Challenge• Changing the mindset of society and key stakeholders• Acceptability towards the pressing need for privacy in the form of

breastfeeding rooms for women in public places• Dire need to rethink and re-strategize the policies for working women and to

develop practices to facilitate a smooth workplace culture for lactating mothers, providing them the opportunity to breastfeed their babies while they are at work.

• Highlighting the importance of breastfeeding rooms for women at workplace• Enforcing the idea of rethinking policies for nursing mothers and making

work timings flexible for them• Promoting the need for lactation rooms in public places like metro stations,

malls, restaurants, offices

The Objective• Implementing the right PR tools to take the

initiative to a wide audience and create maximum awareness in the target audience

• Advocating the need for creating lactation rooms in public places like metro station, malls, restaurants, offices

• Making lactation friendly environment everyone’s responsibility

• Advocating & strengthening new policies that make working flexible to their nursing schedules

Execution• For executing this initiative, Teamwork designed a campaign

to highlight the issue of breastfeeding, its importance and why public places should have breastfeeding rooms

• To highlight its importance a major awareness drive was organized involving doctors during World Breastfeeding week (Aug1-Aug 8)

• An online petition demanding breastfeeding rooms in public places, and offices was initiated, supported by NGOs, and doctors

• The hospital urged the government to initiate “Friendly public breastfeeding”;

• Major media publications were invited to write about the issue; interact with doctors and experts and help generate public awareness about it

Measurable results

• The initiative garnered extensive media coverage, reaching as many as 30 million readers

• Leading publications including The Times of India, Hindustan Times and Dainik Jagran wrote articles and stories promoting the concept which gained an extensive and impactful media mindshare

• There was a strong advocacy for the need of breastfeeding rooms for women in public places

• The government also felt the need to understand the importance of breastfeeding rooms in public areas

• Government Authorities acknowledged the hospital’s initiative and provided full support in making the initiative a great success

Reflections