Case Study: Tameside Council boosts breastfeeding confidence with 438 Marketing’s Grow campaign

Tameside Council boosts breastfeeding support with 438 Marketing

The customer, Tameside Council, faced the challenge of extremely low breastfeeding rates in its area. The council's action group, Grow, sought to address not only behavior change but also the intense social pressure that made new mothers feel like anything less than perfect breastfeeding was a failure. The strategic and brand communications agency 438 Marketing was engaged to develop a campaign to tackle this issue.

438 Marketing created the "Breastfeed Victory" campaign, which reframed success as progress rather than perfection. The solution included developing a full campaign with a new brand identity, a film, a social media strategy, and printed materials, all created in collaboration with local mothers. The campaign's goal was to lift pressure by celebrating every instance of breastfeeding as a victory. While the case study notes success was not measured in sales, 438 Marketing successfully created an honest and emotive campaign to encourage people to consider breastfeeding.

Tameside Council