St Helens Council wanted to improve breastfeeding rates through a well-researched and tested social marketing campaign. Kenyons developed the campaign based on insight gathered by Anne through seven focus groups and an online questionnaire of 346 residents.
It was found that the advantages of both breast and bottle feeding are well understood but there is a variety of things that can tip the balance in favour of one over the other. Key to this is what mums are told and when along their pregnancy journey – too soon and they have things to deal with now, feeding the baby is such a long way off and too late could mean they have already made up their minds.
Social Marketing Project carried out by Kenyons