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.

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

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