The NEEPCT (or North East Essex Primary Care Trust if NEEPCT is a bit hard to say) partner with organisations to provide NHS healthcare services in North East Essex and they launched a campaign to try and get more mothers to breastfeed at 6-8 weeks. They worked closely with the ‘Pink Ladies’, a breastfeeding support team from Anglian Community Enterprise (ACE), to run breastfeeding support groups and go on hospital and home visits.
- Created marketing campaign for the initiative in 2011/2012
- Took a survey of local mothers, why they did or didn’t breastfeed and what further support could be offered
- Developed integrated marketing campaign using radio, social media and PR to build on services already offered by the NEEPCT and Pink Ladies
- Produced Facebook page to act as an interactive information and support hub
- Shared great content, interacted daily with users and held competitions to build up an active community of users which is still going strong, giving access to professional and community support
- Created Facebook tabs to provide information (NHS approved of course) including ‘Dad’s guide to breastfeeding’ and ‘Positions and Attachment’ as well as spotlighting local cafes and business which are ‘breastfeeding friendly’
- Managed the production of a 30sec radio ad, and made sure its portrayal of the campaign messages was up to scratch and its adherence to NHS guidelines was on point. Have a little listen here.
- Produced branded baby muslins which were given out by the Pink Ladies and health visitors, as well as prizes and thank you gifts
- Results from the campaign showed that in the period of 2011/2012, mums breastfeeding at 6-8 weeks increased by 6.6%, over tripling NEEPCT’s target of 2%
Not bad. And of course we’re going to milk it for all its worth.