Best for Babes: Mobilizing the Mainstream to Support Breastfeeding Mothers
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The Breastfeeding Innovations Team presents Bettina Forbes and Danielle Rigg who lead Best for Babes - one of the most innovative education and engagement platforms supporting women in the US to achieve their breastfeeding goals.
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Best for Babes: Mobilizing the Mainstream to Support Breastfeeding Mothers
- 2. Who is reaching moms? The Case Against Breastfeeding
- 3. Breastfeeding is being outmarketed! Information on health benefits is not enough! Our culture is image, celebrity & consumer driven. Marketing changes attitudes, beliefs and behaviors. “You can’t move from the fringes to the mainstream without skillful marketing” --David Bornstein, How to Change the World
- 4. What are the Booby Traps®? Cultural : • Cultural squeamishness, social disapproval of NIP, militant advocacy, negative breastfeeding experiences • Myths, misinformation, constant contradiction in media Institutional Booby Traps • Hospitals: Most perform poorly, only 17% are BFHI • Lip service from physicians, nurses & health professionals • Insurers that don’t cover costs or supply lousy pumps • Stores sell mailing lists to formula companies • Lack of paid maternity leave, subpar lactation programs • Breastfeeding movement not using collective impact • Not enough laws protect NIP & breastfeeding rights
- 5. Breastfeeding Needs a Makeover! • Shift Pressure off Moms and on to Barriers “Beat the Booby Traps®” • Market and Mainstream Breastfeeding Brand, Image, Message, Celebrities • Elevate the cause like Komen, (Red)™, March of Dimes, Team Leukemia
- 7. Image
- 8. Best for Babes Celebrity Cabinet
- 9. NEW MESSAGE Promote, Protect, Support Breastfeeding MOMS & Healthy Infant Feeding Attraction, not promotion: “Inspire, Prepare, empower “Cheer on, coach, celebrate”
- 10. Benefits of Breastfeeding OLD Messages vs. NEW Best for Babes (Promote vs. Attract) Breastfeeding can be challenging—but it’s worth it, we’ll show you how” Promote Protect Support Breastfeeding The AAP says moms should breastfeed for 6 months Promote Protect Support ALL MOMS on healthy infant feeding cheer, celebrate, coach moms “Breast is Best” Breastfeeding is Easy / Normal Breastfeeding is a “lifestyle” or “personal choice” Breastfeeding Movement Human Milk Cause Moms DESERVE to make informed feeding decisions and succeed Breastfeeding as Prevention / Cure Moms DESERVE to meet their personal breastfeeding goals Human milk Saves Lives -- Miracle Milk® “Mom-Made Wonder Food”, Super Food, Donor Milk
- 12. Celebrity Event in April 2012 covered by the media, reaching MILLIONS!! Message: breastfeeding is IN … cool, mainstream, important . . Breastfeeding is a bona-fide “cause” Kelly Preston bfing 16-mo old: 250k views / 48 hrs / People Jenna Elfman on donating milk: 10,000 views / 24 hrs / BfB Celebrities + Messages + Media Our Messages & Language in:
- 15. In Progress Ad Campaign, PSAs donated by Mullen Recognition of Ethical Companies, Media & Care Providers Harassment Hotline
- 16. Collective Impact is Critical Social Marketing Takes a Village – Join Us!