Tuesday, April 08, 2008

Be a Star : UK campaign marketing breastfeeding where most women don't breastfeed

Little Angels, an inspiring mother support group based in Blackburn, has launched a social marketing campaign with the health authorities in Blackburn with Darwen, East Lancs and Bolton.

Little Angels rallying cry is 'Making Breastfeeding Fashionable'. I spoke at their conference last year, and heard how breastfeeding rates at 6 weeks are just 40%. Though low, this is a significant achievement as before Little Angels were active, the rate was just 20%.

Here is part of the campaign to reach new mothers. It goes under the title: Be a Star.

This is Michelle Bromley. Michelle is 23 years old, from Colne and mum to 3 month old Naomi and 3 year old George.

See more pictures and listen to the accompanying radio advertisements at:

The campaign is feature in The Guardian today. You can read the article at:

Here's an extract:

---extract begins
"We've found it's no use talking about the benefits of breastfeeding," says Michelle Atkin, from Little Angels, a community interest company in central Lancashire , which trains breastfeeding peer supporters. "For this group, it can be difficult to think that breastfeeding could be for them. Too often, it's seen as a 'sitting cross-legged under a tree humming' thing – something hippies do! We needed something different."
---extract ends

Do take a look at the other images on the Be a Star website, where you can also leave comments.

1 comment:

Anonymous said...

Michelle Atkin is rapidly becoming a star in this field, isn't she? How come she is succeeding were successive governments and their "health care" cohorts have failed. Maybe it's simply because she is actually trying.