How would you market breastmilk?

**onthefly** · September 16th, 2011, 08:54 PM

Say you're an advertising executive charged with marketing breastfeeding in Australia - how would you go about it?
Do you go after mothers who don't want to breastfeed?
Or focus on those who can best support breastfeeding mothers?
Do you do an anti-ABM pitch?

Just really curious how you'd do it and what might actually be effective. Have you seen any effective campaigns - why do you think they worked?

**Mumtastic** · September 16th, 2011, 09:07 PM

Someone once told me that as a midwife, she doesnt bother spending time trying to convince someone who definitely doesn't want to breastfeed to change her mind, she moves on so she cna spend more time supporting those who do want to give it a go. I guess that's basically my philosophy too - if someone has chosen not to breastfeed (and hopefully they have all the information needed to make an educated choice) then I'll leave it and try to make sure someone who *is* trying to bf has all the support necessary to make that happen. I think the more normalised breastfeeding can become, the less people will be in that first camp anyway (of not wanting to no matter what).

I honestly feel that just *totally* from my own observations of going to mothers groups and so on that breastfeeding *is* becoming more normalised in the past decade and that there's even a difference in the past 2-3 years but that's just a feeling I've got, not scientific (lol).

**PumpkinZulu** · September 16th, 2011, 09:12 PM

Great topic! Feeding ATM (

) so can't reply properly, but bbl.

**fionas** · September 16th, 2011, 09:21 PM

I'd like to see the breastfeeding rates in various sociodemographic groups. it is THE norm in my sociodemographic. It doesn't need to be 'pushed' any more in this group, it would be a waste of money. Because I'm in that group, it bemuses me at times when people say that there needs to be more education.

So as an advertising executive, I'd want to know more about my target market ie. in which groups are breasfeeding rates the lowest. Then I would do more research and find out why that is and then target messages accordingly.

BTW, if anyone DOES have that sociodemographic research, I'd be really interested in seeing it.

**Just Me** · September 16th, 2011, 09:25 PM

Subtle advertising - incorporating it in TV programs like Home and Away, Neighbours and other home made ongoing TV programs.

I think we have put out all the messages we can about BM being best for babies, BFing being normal ... I think we need to normalise it. The best way to do this is to incorporate it into TV programing.

I do think that there is a large portion of our culture that does get their values and ideas from subtle messages in TV programs.

I think if one of the main characters of popular Australia TV (not alternative seeming characters, but normal girl next door type characters) had babies and BF beyond the age of two, it would become more normalised in society because people would get a very subtle message.

I don't think it has to be talked about, I just think it is something that should happen on occassion during regular TV programing.

It would not be the only thing done as far as 'advertising', but it is a step in the right direction. I think BFing just needs to be normalised which also means BFing our own babies openly (if we are comfortable) and being willing to talk about it.

I think that people will say things and give weird looks but sometimes that is not a bad thing. People's reactions to new ideas, especially ones that seem alternative, are often to give strange looks and even to make rude comments, but it plants a seed. The idea is in their heads and the next time they see it, they may not react as harshly and slowly the idea may become normal.

I think normalisation is the key ...

**onthefly** · September 16th, 2011, 09:36 PM

I like Just Me! Product placement.

**PumpkinZulu** · September 16th, 2011, 09:41 PM

Fionas:

http://m.eurpub.oxfordjournals.org/c...31.full#ref-10

http://ama.com.au/node/3380

I'm sure there's more out there too.

**Jennifer13** · September 16th, 2011, 09:42 PM

Plenty of Mums start, but don't continue. So why it's beneficial beyond the first few months and your rights when returning to work.

What worked for me personally in continuing was realising that it was an option and completely normal and natural for a toddler. I always intended to bf to 12 mths, but wasn't sure that it was necessary after that. Dispelling the myths that demand bfing and long term bfing are somehow detrimental to you or your baby (no sleep, demanding, etc). That routines, scheduled feeding, no co-sleeping is not going to make it 'easier'.

I know that when I spoke to the other Mums-to-be talking about your baby's love of bfing, their pleasure and excitement and that milk-drunk look they get afterwards, it got them all excited about bfing. So maybe those sentimental ads that make you want another baby just so you can do it again.

but with bbs involved!

**Bumperstump Cummerbund** · September 16th, 2011, 09:43 PM

I agree with Fionas and Just Me. Normalising it by replacing bottles with boobs would be the first step, and then Public Service Announcement type ads with common breastfeeding myths, the real story, and a big honkin contact line for the ABA

**onthefly** · September 16th, 2011, 09:44 PM

I know that when I spoke to the other Mums-to-be talking about your baby's love of bfing, their pleasure and excitement and that milk-drunk look they get afterwards, it got them all excited about bfing. So maybe those sentimental ads that make you want another baby just so you can do it again.

but with bbs involved!

Oh. I almost got a letdown just thinking about that

**Just Me** · September 17th, 2011, 12:47 AM

I agree with Fionas and Just Me. Normalising it by replacing bottles with boobs would be the first step, and then Public Service Announcement type ads with common breastfeeding myths, the real story, and a big honkin contact line for the ABA

I never thought about it until you wrote that ... but I think most TV programs where there are babies are almost always fed with bottles. Even when they are tiny! No wonder BFing has become not the norm - bottles and babies are synonomous with each other in the media.

**RhiChiChi** · September 17th, 2011, 08:06 AM

^^ Even my DD thinks that babies are bottle fed b/c ALL her dolls come with a bottle. I told and showed her that babies have breastmilk & made sure when ever someone was bf their baby, that I pointed it out & she knew it was from the breast. She now does both with her dolls... so the message is slowly getting there.

I think JM hit the nail on the head about subtle inclusion in everyday t.v. shows and I know from reading the other thread with mainly Barbs comments that the ABA is not for profit, so they don't always advertise on t.v., so I think the government needs to step in & provide money for that purpose or provide the advert themselves (with the ABA / WHO support & recommendation)

Jennifer also makes a good point - I started bf and then stopped and it was the hardest decision to make & one I questioned for ages b/c I didn't feel supported in that choice nor did I feel supported or have the resources to re-establish bf. A lactation consultant was suppose to come around and help me, instead she dropped off brochures - I was so overwhelmed that I just stuck to ff.

**HotI** · September 17th, 2011, 08:28 AM

Maybe info for partners/family/friends/work colleagues on how they can support breastfeeding Mums- and along with that you could discuss the benefits of breastfeeding to them and the community (environmental effects, health benefits to women, health benefits to babies/children -> lower health care costs).

**Kazbah** · September 17th, 2011, 09:13 AM

Just an idea - the gruen transfer has the section to "sell the unsellable".

Why don't we all jump onto the facebook page and put forward this suggestion to market breastmilk?

**sloane** · September 17th, 2011, 10:11 AM

Just an idea - the gruen transfer has the section to "sell the unsellable".

Why don't we all jump onto the facebook page and put forward this suggestion to market breastmilk?

that was exactly what i was thinking!!

**Lolpigs** · September 17th, 2011, 10:22 AM

In my observations about my socioeconomic group, there are lots of people that choose formula. Alot of the time becuase it is percieved as "easier" and "more convienent" than BF. Also, becuase there is a perception that "people of a lower socioeconomic status BF" (Please noone get offended I dont think that! :hugs: ) And I remember someone on this forum saying that someone actually said that to them at work (Grant it was a silly 20 something male) but the perception is there still. Which is quite untrue as most people here can attest to. Alot of women in my socioeconomic group dont even try to BF becuase it's percieved as "very hard to do" etc.

I think disuaging those assumptions would also need to be part of a campaign, obviously one add is not going to solve all of those LOL