UNICEF (United Nations International Children’s Emergency Fund): BREASTFEEDING

Credits & Description:

Category: Public Health & Safety, Pubic Awareness Messages
Advertiser: UNICEF
Product/Service: BREASTFEEDING AWARENESS
Agency: LEO BURNETT VENEZUELA
Date of First Appearance: Mar 8 2010
Entrant Company: LEO BURNETT VENEZUELA, Caracas, VENEZUELA
: Fabian Bonelli
: Ali Armas
: Eduardo Gomes
: Johan Boscan
: Julian Boscan
: Andrea Gil
: Ma Elena Dias
: Nivia Cuevas
: Jimmy Bataglia
Media placement: TV - Some Programs - July 2010
Media placement: Radio - Some Programs - JUly 2010
Media placement: Event - Some Programs - July 2010
Describe the objective of the promotion.
Generate an awareness message to reverse the low levels of breastfeeding in Venezuela.
Describe how the promotion developed from concept to implementation.
We created a brand and a product and advertised it as best we could.
Breast Milk is a unique product that has no comparison, other brands have no chance against it because they will be competing against the best milk in the world.
Explain why the method of promotion was most relevant to the product or service.
Intrigue: The first phase of the campaign aims to generate a large movement of "word of mouth" with Venezuelan mothers.
Clear: This phase indicates the moment of unveiling the world's best product for your baby, is none other than breast milk, and the UNICEF brand competed head to head against artificial formula brands.
Maintenance: UNICEF, as a sponsor of breast milk, continues to build assets and messages in support of breastfeeding and encouraging mothers to abandon the artificial formula.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The number of Venezuelan mothers who breastfeed increased by 21.3%.
The movement was helped by hundreds of contributors, and it was viralised in major social networks.
Other countries also took great interest in the project.
UNICEF recognition at regional level: Footprint Award for best integrated campaign.
Impact of 20 NGO's must deal with the project.
Support of more than 1,700,000 mothers in attendance to events.
Breastfeeding clinics in major hospitals.
First time together to work together: the private sector, the public and NGOs for a common purpose, in a country where there is separation.
So far the campaign has been achieved thanks to donations from various partners that add up to 3,000,000.