The change

Breastfeeding rates in Tameside are among the lowest in the country and our longstanding client, Tameside council with their action group ‘Grow’ wanted to tackle this. But the challenge wasn’t just behaviour change it was social pressure. Mums in the area told us they felt breastfeeding was all or nothing. That if they didn’t meet the ideal, they’d failed.

However, health experts said any breastmilk, at any stage, in any amount, was a win. That became our idea: Breastfeed Victory.

A campaign that reframed what success looks like, not perfection, but progress. Every feed counts. Every feed is a victory.

We built a full campaign for Grow and Tameside Council: a brand identity, film, social media strategy and printed materials for feeding specialists. Created with local mums. Grounded in real experiences. Made to lift the pressure, not pile it on.

A trio of outdoor street posters mounted side by side on a metal railing against a lush green hedge. The central poster features a photo of a smiling mother giving a peace sign while breastfeeding her baby, flanked by two supporting posters with the campaign message "We're all on a journey, but every single breastfeed is a victory!" and the #BreastfeedVictory.
A mock-up of an open tri-fold brochure outlining the health benefits of breastfeeding for mothers and babies.
Digital campaign assets for Grow Tameside displayed on a white background. On the left, a smartphone shows a purple feed post reading "I CAN ONLY DO MY BEST!" with "ONLY" crossed out in teal. Beside it sit a photo of a mother cradling her child and a vertical story banner asking "WHAT WAS YOUR BREASTFEED VICTORY?"
Three smartphone mock-ups side by side showing social media feed posts. Each post uses a pink graphic template with a photo of a mother and baby in a circular cutout, featuring statements like "I am struggling breastfeeding today," "I'm only able to feed expressed milk," and "I only breastfed for 6 weeks," accompanied by the tagline "Every breast feed is a victory."
A framed poster hanging on a white wall above two brown leather chairs in a waiting area. The pink poster displays a photo of a mother breastfeeding her baby alongside the headline "We're all on a journey, but every single breastfeed is a victory!" and branding for Grow Tameside and Home-Start.

The Tameside Breastfeeding campaign was a deeply personal and empowering project for me, shaped by my own experience of the impact a supportive team can have. Success couldn’t be measured in the usual way. It wasn’t about sales, but about people engaging with something free, built on knowledge and trust. There was no ‘try before you buy’. Our role was to create an honest, emotive campaign that encouraged people to consider breastfeeding, while being realistic about its challenges.

Sophie Dickens, Account Director

Client

  • Tameside Council

Deliverables

  • Concept Development
  • Film Production
  • Social Media
  • Strategic Positioning

Additional Credits

  • N/A

Our Projects
See all work

Ecolab
Isuzu UK
XPENG