It’s amazing that some people still find breastfeeding in public an indecent act (the baby has to eat!), but they do. The New Zealand breastfeeding campaign hopes to put an end to the controversail issue. New Zealand’s Ministry of Health is releasing a series of ads that shows mothers breastfeeding their babies in different non-home environments—the office, airport, or shopping mall, for instance.
The New Zealand breasfeeding campaign will run as print ads in women’s and parenting magazines and will also appear at bus shelters and malls. With witty taglines—for example, “Future Internet whiz kid busy downloading”—the ads have at their bottoms the campaign’s statement: “Wherever they’re heading, a healthy start in life will help them get there. In the community and workplace, breastfeeding is natural. Perfectly natural.”
Key Themes Behind This Trend
- Breastfeeding Campaigns
- Brands can create similar campaigns that normalize breastfeeding and reduce the stigma around it in public.
- Nontraditional Advertising
- Companies can use unconventional methods like bus shelters and other public areas to make their brand stand out and reach diverse audiences.
- Health Awareness Campaigns
- Brands can take a similar approach by creating campaigns that encourage healthier lifestyles or educate the public on health issues that need attention.
Where This Applies
- Parenting and Family Products
- Companies in this industry can use this campaign as an opportunity to market their products as supportive of breastfeeding, and create more natural and convenient products for parents and babies.
- Advertising and Marketing
- Agencies can partner with similar campaigns that focus on creating positive social change and use similar techniques to promote social messages.
- Healthcare Services
- Similar campaigns can be created in the industry that encourage people to take up healthy lifestyle habits, and change negative attitudes about health issues.
