Campaign developed by iD\TBWA includes digital panels and actions on social networks
Philips Avent brought an important reflection on the importance of breastfeeding with an awareness campaign that shows the importance of human milk for babies’ health and seeks to support mothers to breastfeed wherever and whenever they want, as provided for by law.
The brand, in partnership with the agency iD\TBWA, has placed digital panels around the city of São Paulo showing real images of mothers who breastfed in those places, encouraging other women to post their own photos on social media and reminding everyone of this right. The pieces also include advertising on Philips Avent’s social media channels.
“Our hope is that, when seeing the image of a mother breastfeeding in that place, other women will feel comfortable doing the same, bringing about the reflection that breastfeeding is a natural act, which should not be viewed with any type of restriction, as provided for by law,” says Flávia Almeida, head of marketing at Philips Personal Health.
The campaign includes commercial content on Instagram created by influencers @fernandacintra.s, @miisendomae and @laisbritoc. The content creators posted photos of themselves breastfeeding and invited their followers to do the same, creating a network of representation and support for breastfeeding in public.
“We combined creativity and data to launch a campaign with a very important purpose. Because breastfeeding is an act of love and should be shared, whether on social media or on the streets,” explains Gabriel Silva, associate creative director at iD\TBWA.
The strategy also includes informative content from experts on the brand’s Instagram profile, addressing the topic from different perspectives and considering different areas of activity. On TikTok, Philips Avent has videos related to breastfeeding in public in a relaxed way, conveying the campaign’s message to the social network’s audience in a natural and good-humored way.
