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A social marketing campaign aiming to increase breastfeeding initiation and continuation rates among young women aged 16-25 in Gloucester City
Breastfeeding rates in Gloucester were lower than other parts of the county.
Gloucestershire County Council wanted to understand what needs to happen to encourage and support young women (aged 16-25 years old) to breastfeed and create a social marketing campaign that changes the behaviour of young women.
We engaged with a diverse and robust sample of 116 people across the City, conducting workshops and interviews live in-situ, in community centres, health clinics and at the Maternity Unit at Gloucester Royal Hospital.
Our insight findings informed initial concept designs, testing & refining these with target audience and stakeholder groups to co-design our social marketing approach. Our co-design groups identified social media as the most engaging channel for these communications and that posts must be bright and fun, utilising humour and memes to provide engaging content with trusted advice and examples, being informative, educational and empowering.
The campaign Targeted young women utilising behavioural messaging and imagery that portrayed a close bond between mum and baby which showed real women breastfeeding. This tapped into what motivates women’s choices via leveraging hyperbolic discounting and Social Norm Theory outlined in our insight
How we made better happen ...
Breastfeeding initiation rates increased in the 3 months following the campaign launch and remained higher than the same period compared to the previous year.
"ICE were very knowledgeable about different methods of focussing the social media campaign on the target community. The use of champions, tailored social media messages informed by the insight work and a flexible approach (e.g. tweaking delivery and scope in response to the Covid situation) resulted in a good level of interest."
Alison Comley, Public Health, Gloucestershire County Council
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