# Nursing Normalization Ads The New Zealand Breastfeeding Campaign Hopes to Stop Controversy By Katherinev123 | Published 2009-10-19 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/new-zealand-breastfeeding References: [inhabitots](http://www.inhabitots.com/2009/10/19/new-zealand-launches-national-breastfeeding-promotion-campaign/breastfeeding-poster-2/) & [moh.govt.nz](http://www.moh.govt.nz/moh.nsf/indexmh/breastfeeding-resources-newsletter8#1) It’s amazing that some people still find [breastfeeding in public](https://www.trendhunter.com/trends/the-feeding-room) 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](https://www.trendhunter.com/trends/hand-hygiene-awareness) 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](https://www.trendhunter.com/trends/the-b-is-for-bobbie) 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.” ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 65% | Activity: 41% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### 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. ## Related on Trend Hunter - [Stigma-Breaking Motherhood Billboards](https://www.trendhunter.com/trends/molly-baz1.md) - [Post-Partum Meal QSR Campaigns](https://www.trendhunter.com/trends/bundles-of-joy.md) - [Organic Milk-Focused Campaigns](https://www.trendhunter.com/trends/this-milk-means-business.md) - [Faceless Mother Campaigns](https://www.trendhunter.com/trends/invisible-mothers.md) - [Airline Employee Nursing Kits](https://www.trendhunter.com/trends/nursing-cover.md) - [Empowering Postpartum Campaigns](https://www.trendhunter.com/trends/onerealpressure.md) - [Sustainable Baby-and-Mom Brands](https://www.trendhunter.com/trends/pipette.md) - [Nursing-Friendly Coffees](https://www.trendhunter.com/trends/nursing-friendly-coffee.md) - [Comforting Oat Bar Ads](https://www.trendhunter.com/trends/campaign-for-bobos.md)