The feedgood factor
Quite simply, the challenge on this project was to encourage the initiation and continuation of breastfeeding in expectant and new mums living in areas of social deprivation.
From the initial research we learned that to increase levels of confidence in the ability to breastfeed, this requires support from understanding health professionals. Therefore, any digital marketing activity would need to provide the same type of support by explaining the benefits of breastfeeding and provide advice about where to find support groups locally. Additionally we learned that the tone-of-voice had to inspire confidence by communicating a sense of empowerment in the choices available – and use humour to breakdown any professional barriers.
The final result is a website that integrated messages in TV and outdoor and uses video content and myth-buster/trouble-shooter interactives to engage the target audience. The resulting figures speak for themselves with average time on the site totalling 3:15 and 15% of visitors searching for a local support groups.