Developed by Ionz, the campaign features a film and social media with influencer actions
MAM Baby has launched the “Yes to milk, but also to breastfeed” campaign to encourage mothers to breastfeed in public places. The campaign came about after a study conducted by the brand revealed that 70% of mothers had strong social encouragement to feed their children, but more than half faced or are still experiencing discomfort when doing so in public, highlighting the need for more support and acceptance from society.
Developed by the Ionz agency, the campaign has several stages throughout the year, involving the brand’s own social networks and influencers such as Gabi Luthai and Nathália Sant’ana to talk about the subject and share their stories.
“With the activations of this campaign, we hope and believe that more mothers in the world will feel even more comfortable breastfeeding in public,” says Marcela Issa, marketing and sales director at MAM Baby Brasil.
The campaign began with a “spoiler” on the brand’s Instagram, inviting followers to talk about their experiences with breastfeeding in public and also how the support network can support this cause, followed by a video on YouTube.
In all actions and publications, MAM Baby includes the hashtag #LeiteSimAMAMentarTambém, inviting and encouraging mothers to share their stories and testimonials, in order to promote a network of support and understanding.
