Nearly 90% of pregnant women intend to breastfeed their child, while only 50% are actually able to. The result is often frustration, guilt, and perceived judgment from other moms.
The campaign gathered eight million YouTube views in its first weekend, which is twice the number of new moms that exist at any given time in the US. We sustained momentum through print, social, and product-focused video, giving the brand a true platform to separate itself from competitive brands which seem to focus solely on quality.
AGENCY: Publicis NY
ACD/CW: Kevin Egan
“The Sister Hood”
CW: Jean Rhode
AD: Roger Norris
DIRECTOR: Baker Smith
“Total Mom Acceptance”
CW: Abby Meyerson
AD: Maurizio Grammatico
DIRECTOR: Lauren Greenfield
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