Breastfeed: Be a Star!

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!

Avatar of judith lothianAbout judith lothian


  1. Hi Judith
    wow, thank you so much for your wonderful comments of our breastfeeding programme. Originally launched to improve breastfeeding initiation rates amongst young mums/moms (!) in Lancashire (NW of England), this has now been rolled out in more than 17 other UK locations.
    Each time the programme is launched in a new area we recruit real, breastfeeding young mums to star in the advertising campaign – the programme also incorporates the following elements:
    Material and group sessions for Dads
    Material and group sessions for Grandmas (many of our young mums either live at home with their parents or are heavily supported by their mothers)
    Internal partner communications – linking up communication and support for breastfeeding beyond health to retail, employers and from the hospital to the community.
    A blog (as you’ve seen) providing a forum for young women to find information and be supported by other women like themselves
    A text support line or 24 hour support line – as we all know we face challenges with breastfeeding at any hour (day or night)
    Peer to peer intervention – from day 6 to 6 months (as the campaign is now tackling duration rates)
    And an integrated communications campaign including posters, leaflets, radio, roadshows.

    Please do feel free to use the site and leave comments – we’re always looking to improve the content so all comments are welcome

    Take care


  1. [...] This post was mentioned on Twitter by Lamaze International, LamazeAdvocates. LamazeAdvocates said: Happy World #Breastfeeding Week. Creative, fun "Breastfeed. Be a Star" campaign. [...]

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