Work

The Brief

In Myanmar, where 1 in 3 children suffer from malnutrition and 1 in 20 die before the age of five, raising the level of exclusive breastfeeding under 6 months has the greatest potential impact of all preventive interventions.

Over two years in the making, the integrated campaign was developed with Bridge agency, a Yangon based creative agency, and united global children’s rights and health organizations, the Myanmar government, large retail chains, banks and mHealth App, hospitals and health centers. Over the 3-month campaign period, a third of all mothers giving birth in Myanmar’s big 3 cities were activated in person and exclusive breastfeeding was established as the No.1 aspirational choice for mothers and those who support them.

Execution

Vero was commissioned by Bridge agency to develop and execute a compelling communications strategy that would support their amazing creative concept and assets. Promoting exclusive breastfeeding, we had to educate not only mothers but their close circle as well, and turn them into advocates of the movement. The campaign launched with an official press event. Our goal was to ensure that journalists were emotionally touched so they would become active purveyors of exclusive breastfeeding afterwards. The event displayed a touching yet informative photography exhibition.

Journalists could read the stories of mothers and better understand the benefits of exclusive breastfeeding. From there, we dedicated a portion of our content strategy to Myanmar publishers, who generated and published a constant stream of educative and empowering pieces. We also managed to negotiate free partnerships with leading broadcasting channels and placed one of the explainer films developed by Bridge agency as a TVC at peak hours.

Online, our content was carried through a local mHealth app and Facebook page. We used it as a main hub for content, and as an opportunity to extend our impact after the end of the campaign. The May May channels are still active and teh audience we onboarded are still engaged today. KOL participation was essential in making exclusive breastfeeding reliable and safe to mothers. We engaged with a total of 49 top tier influencers for free getting them to share 6la content multiple time during the 3 months.

We also put together a regional outreach, sending the supporter bracelets developed by Bridge agency to Myanmar influencers in and outside of the country.