This post was originally published on April 20, 2008.
You must visit the U.K. Breastfeed: Be a Star website. On the home page a beautiful, glamorous woman is nursing her baby. On one side of them, the words “She’s Not a Pop Idol, She’s a Star” and on the other side, “Breastfeed: Be a Star.”
The Be a Star campaign is dedicated to increasing the number of young mothers in Lancashire, England who choose to breastfeed. “We hope to do this by showcasing the beauty, confidence and pride that comes with breastfeeding, as well as providing breastfeeding information and support and highlighting the unique health benefits that it brings to both baby and mum”.
I love this campaign. The message? Breastfeeding is not drudgery. Breastfeeding mothers are special, attractive, even glamorous. This is marketing breastfeeding in a powerful, hard to resist way. Campaigns to increase breastfeeding rates that focus on the benefits of breastfeeding for mother and baby, or the risks of not breastfeeding have been only marginally effective. This creative, fun campaign gets across all the same information but let’s women know that choosing to breastfeed lifts them to a whole new place: stardom. Truth in advertising at its best!