|Breastfeeding. Good for baby. Good for mum.
5 May 2004; 1 February 2005
To raise public awareness of the health benefits of breastfeeding,
promote breastfeeding as socially acceptable and encourage wider
uptake among mothers in Northern Ireland.
Breastfeeding is widely acknowledged to be the best and most healthy
way to feed a baby. Despite recent increases, Northern Ireland
still has the lowest rates of breastfeeding in the UK. Research
commissioned by the Health Promotion Agency for Northern Ireland
indicates that a lack of social acceptability for breastfeeding
is one of the main reasons that mums here resort to bottle feeding.
While over half of mums here do start off breastfeeding, very few
continue past the first few weeks. When mums encounter difficulties,
quite often they choose to stop breastfeeding because of a lack
of support and the sense that breastfeeding is still not considered
to be acceptable.
The campaign comprises television and radio advertising, advertising
on buses, and posters. The television advertisement focuses on the
health benefits of breastfeeding for mothers and babies, and by showing
breastfeeding aims to normalise it.
strapline for the television advertisement is:
- good for baby, good for mum.
radio and poster advertising focuses on convincing
the general public that breastfeeding
is natural and nothing to be embarrassed
about, and should be encouraged because of its positive health
impact, with the strapline:
mums need your support – because every
baby deserves the best.
research in the form of focus groups was carried
out during the development of the campaign to pre-test creative
for the advertising.
2004 the television and radio advertising ran
from 5 May to 31 May, while the bus advertising
ran until 19 May.
2005 the television and radio advertising is
running from 1 February to 28 February, while
the bus advertising
The main messages that were communicated through the campaign were:
has health benefits for babies and mums;
babies, breastfeeding reduces the risk of coughs
and colds, stomach
upsets, ear infections, childhood diabetes, asthma and eczema;
mums, breastfeeding reduces the risk of breast
and ovarian cancer;
mums need support and encouragement.
Link to the press release on this campaign: 2004;