A case study by Teamwork

1. #BREASTFEEDING&WORK
Lets make it work

2. About the campaign
• Globally only 38% of infants are exclusively breastfeed despite the proven
benefits of breast milk for optimal growth of infants.
• Women rely on formula milk which lack the essential nutrients for optimal
growth of the baby
• Lack of proper breastfeeding is one of the leading cause of high infant
mortality in India
• The Campaign aimed at promoting provision of breastfeeding rooms in public
places & offices
• The hospital chose to raise awareness by starting a campaign on World
Breastfeeding Week by asking publics to join their petition for availability of
breastfeeding rooms in Public places & work places for women

3. The Challenge
• Changing the mindset of society and key stakeholders
• Acceptability towards the pressing need for privacy in the form of breastfeeding rooms for
women in public places
• Dire need to rethink and re-strategize the policies for working women and to develop
practices to facilitate a smooth workplace culture for lactating mothers, providing them
the opportunity to breastfeed their babies while they are at work.
• Highlighting the importance of breastfeeding rooms for women at workplace
• Enforcing the idea of rethinking policies for nursing mothers and making work timings
flexible for them
• Promoting the need for lactation rooms in public places like metro stations, malls,
restaurants, offices

4. The Objective
• Implementing the right PR tools to take the initiative to
a wide audience and create maximum awareness in the
target audience
• Advocating the need for creating lactation rooms in
public places like metro station, malls, restaurants,
offices
• Making lactation friendly environment everyone’s
responsibility
• Advocating & strengthening new policies that make
working flexible to their nursing schedules

5. Execution
• For executing this initiative, Teamwork designed a campaign
to highlight the issue of breastfeeding, its importance and why
public places should have breastfeeding rooms
• To highlight its importance a major awareness drive was
organized involving doctors during World Breastfeeding week
(Aug1-Aug 8)
• An online petition demanding breastfeeding rooms in public
places, and offices was initiated, supported by NGOs, and
doctors
• The hospital urged the government to initiate “Friendly public
breastfeeding”;
• Major media publications were invited to write about the issue;
interact with doctors and experts and help generate public
awareness about it

6. Measurable results
• The initiative garnered extensive media coverage, reaching as many as
30 million readers
• Leading publications including The Times of India, Hindustan Times and
Dainik Jagran wrote articles and stories promoting the concept which
gained an extensive and impactful media mindshare
• There was a strong advocacy for the need of breastfeeding rooms for
women in public places
• The government also felt the need to understand the importance of
breastfeeding rooms in public areas
• Government Authorities acknowledged the hospital’s initiative and
provided full support in making the initiative a great success

7. Reflections