WHY
To support the healthiest development of infants by increasing 16-25 years old’s breastfeeding initiation rates across Gloucestershire.
HOW
Co-created with 116 diverse young women across the City to understand their needs, barriers and levers to breastfeeding initiation. Then applied this to developing a campaign brand identity , key messages and imagery styling.
WHAT
Craft their preferred social marketing approach tapping into what motivates women’s choices via ‘Hyperbolic Discounting’ and ‘Social Norm Theory’ by utilising behavioural messaging and imagery that portrayed a close bond between mum and baby and showed real women breastfeeding.
Breastfeeding initiation rates increased in the 3 months post launch and remained higher than the same period to the previous year.
85%
Felt empowered to breastfeed
66%
More confident to breastfeed in publica
67%
Encouraged to start or continue
“ICE were very knowledgeable about different methods of focussing the social media campaign on the target audience. The use of champions, tailored social media messages informed by the insight work and a flexible approach resulted in a great level of interest.”
Alison Comley
Public Health
