Like I said, if you look at the comments on my blog about them, the 
person who worked on the campaign comments about that... oh here...

- - - -
"I'm from The Hub, the social marketing agency that worked with NHS and 
Little Angels to conceive of the campaign.

We developed the concept following receipt of a fantastic client brief 
(normalise breastfeeding amongst 16-28 year old mums living in deprived 
areas of Lancashire) and much focus grouping. We Art Directed the shoot 
with real mums who were, yes, even Chantelle in 5" heels, breastfeeding 
their children in the shots, as well as producing radio scripts and 
outdoor advertising, leaflets etc.

We are posting the adverts to the blog (www.beastar.org.uk) in the next 
couple of days and would be really keen to gain your feedback.

Our brief was to normalise breastfeeding amongst young mothers. 
Following much research, it became clear that influencers were key in 
the decisions of these mums; the influencers being their parents, their 
partner and their friends. As you will (hopefully) see, the body copy in 
the ads is written from the perspective of each influencer group - 
including, of course, the baby itself which, we would hope, would be one 
of the key influencers.

This campaign is supported by a radio ad running on local stations that 
have also caused a stir and I aim to link the ad to the blog soon also.

As a social marketing specialist (we've worked on numerous alcohol, 
drug, probation and disability campaigns) and a mum of 2, this has been 
the single most rewarding campaign that I have worked on. Previous 
campaigns have saved lives, but I believe that this campaign is 
supporting young women, enabling them to make decisions for themselves 
and their child that will hopefully continue to be witnessed after they 
have finished breastfeeding.

It has sparked huge debate and, already, within just 1 1/2 weeks of 
launch, has generated interest wider afield (New York, Australia).

Please get in touch if you have any more feedback on the campaign; 
[log in to unmask]

Thanks, Helen."

http://one-of-those-women.blogspot.com/2008/03/sisters-doing-it-for-themselves.html
- - - -

I think what I'll have to end up doing, is interview Helen and Michelle, 
and blog it!  :-)

Morgan

Nina Berry wrote:
>  Hi Morgan
> Do you know if there is any information anywhere about how these posters
> were developed?  Were they focus tested and will the campaign be evaluated?
> Cheers
> Nina
>   

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