How come the U.S. can't have cool breastfeeding campaigns like this?

[*MamaJen*]

An ad agency in the UK created an edgy breastfeeding campaign showing young mothers nursing while dressed up as supermodels, rock stars and the like. the tagline is "‘she’s not a celebrity, she’s a star."
Here and here are a couple of reports.

"In a move to promote the positive side of breastfeeding to young mothers in the North West, The Hub has created a campaign that positions the maternal act as an impressive achievement – or as the agency notes ‘a source of pride, respect and admiration’. ... To reach the target audience Lancashire’s The Hub decided on an ‘edgy’ range of creative executions that pictured young mums breastfeeding while apparently styled in a variety of ‘celebrity’ roles."

[llamalluv]

Here's the campaigns website:

http://www.beastar.org.uk/

[mytwogirls]

How cool is that?! Awesome! :

[*MamaJen*]

Also, I love how instead of using professional models they used ordinary young mothers who were already breastfeeding advocates.
Seriously, it seems like a mullet and a bad early 1990s outfit are required in most breastfeeding literature here in the states. I love the edgy photography style.

[SallyN]

Those dang formula company marketing departments and lobbing power (and big budgets.)

At my last regional task force meeting, some of the health dept ladies had copies of the Ad Council artwork that had gotten squashed. We're actually in the early stages of putting together our own "poster campaign." *fingers crossed* that we're able to get them displayed in effective locations.

[Ziggysmama]

This is my new favourite photo of me breastfeeding Breatsfeeding glamour!!! Check it out.

and cool campaign

[*MamaJen*]

Originally Posted by Ziggysmama

This is my new favourite photo of me breastfeeding Breatsfeeding glamour!!! Check it out.

and cool campaign

Awesome nursing glam shot.
Totally OT, I used to live in Auckland. I really miss it. You know you can't get vegemite here in the states nowadays? :

[randkmamma]

and it is awesome that they used babies of different ages not just tiny little ones. I love the pic of the 14 months old and Mama.

Any of the breast feeding promo stuff around here has little babies, no 7 month olds let alone 14 month olds

[loitering]

Bump...I just came across this website and thought to post it right away! I'm glad you've already found it. I think it's such an awesome website.

[Ziggysmama]

Originally Posted by *MamaJen*

Awesome nursing glam shot.
Totally OT, I used to live in Auckland. I really miss it. You know you can't get vegemite here in the states nowadays? :

hehehe Vegemite is yuck! Marmite rules!!! I used to get it in my local italian supermarket/deli when I lived in the states. weird huh?

[Onemagicmummy]

its cool, funny thing is, i used to live in that area(rossendale) and when i was having probs bf ds1 i got next to no help and quit at 12 weeks, iyts lovely to see things have changed in the 4 yrs since i moved away
kiz

[*MamaJen*]

Originally Posted by Ziggysmama

hehehe Vegemite is yuck! Marmite rules!!! I used to get it in my local italian supermarket/deli when I lived in the states. weird huh?

mmmm...marmite. and tim tams. oooh, and ponsonby pies...
I mean, rah lativism. Go boobs.
tim tams...

[KirstenMary]

Originally Posted by Ziggysmama

This is my new favourite photo of me breastfeeding Breatsfeeding glamour!!! Check it out.

and cool campaign

GREAT photo!!!!!! And I see you have a tweaker, too.

[*MamaJen*]

Sweet, The Guardian picked up the story. Nice to see they're getting some national press.
I love this quote:

"Steven Johnson, from Preston-based media agency The Hub who devised the campaign, says: "The cult of celebrity is very strong in this group, but it made no sense to blow the budget on a celebrity endorsement. It was far more powerful to make celebrities out of the mothers." Johnson says the mood reflected in the campaign is confidence, pride and 'even something bordering on defiance.'"

[beatee]

I love this campaign! I think it is just fantastic in every way, and such a clever, non preachy/jugemental, eye catching way to get the message across. And I think targeting it at young mums is a brilliant idea. Breastfeeding rates amongst younger, low income mothers are just so low, especially considering that they (we) are the ones who really can't afford to be buying formula. I'm 22, and I seem to be about 10 years younger than everyone else at any breastfeeding support groups I go to-I would love to see (and participate in) more focus on encouraging and supporting young mums to breastfeed.
I really hope this campaign goes nationwide soon!

[Septagram]

Originally Posted by Ziggysmama

hehehe Vegemite is yuck! Marmite rules!!! I used to get it in my local italian supermarket/deli when I lived in the states. weird huh?

I love your siggy.

And I LOVE the ad campaign!!!

[NewMama2007]

2 words - "formula lobbyists". Sick, isn't it?

[Ziggysmama]

Originally Posted by KirstenMary

GREAT photo!!!!!! And I see you have a tweaker, too.

Originally Posted by Septagram

I love your siggy.

Thanks mamas!!!

I get my man to snap a couple of pics of me breastfeeding every time I am dressed up to go out ... I just really love the look of those ones for some reason...Glamour-feeding !! woowoo!

[Lunaria]

Love this campaign, absolutely love your photo ziggysmama!

Jenny

[Treasuremapper]

Wow, it's so fabulous!!!