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Increase breastfeeding initiation and continuation rates among young women aged 16-25
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 116 diverse young women across the City, conducting workshops and interviews to develop our insights to inform initial concept designs, testing & refining these with them to co-design our social marketing approach. They identified that social media was the most engaging channel 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 tapped into what motivates women’s choices via leveraging hyperbolic discounting and Social Norm Theory by utilising behavioural messaging and imagery that portrayed a close bond between mum and baby which showed real women breastfeeding.
Breastfeeding initiation rates increased in the 3 months post launch and remained higher than the same period to the previous year. 2/3 women learnt about breastfeeding – we know from the insight that knowledge and skills was a key element to them initiating and continuing breastfeeding while 77% of women felt confident in themselves and their ability to breastfeed
of women felt more confident breastfeeding in public
of women agreed they were encouraged to start or continue breastfeeding
"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."
Public Health, Gloucestershire County Council
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