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Ingham County Health Department: Get Real About Breastfeeding

Campaign Development
Campaign boards lined up on display easels

Empowering mothers by positioning breastfeeding as a cultural norm through a photography-centric public health campaign. 

Social post displayed on a laptop featuring a woman breastfeeding and the words, "Get used to it"
Close up of campaign poster normalizing breastfeeding in public
Campaign hand out card featuring a photo of a woman breastfeeding
Billboard from campaign that reads, "The new normal"
Practical, empowering, and no-nonsense

Partnering with the Ingham County Health Department (ICHD), we developed the “Get Real About Breastfeeding” campaign to dispel myths and misconceptions, and link mothers to breastfeeding resources. Through focus groups, we learned that mothers sought practical, non-judgmental messaging alongside diverse representation. 

We art directed photoshoots to capture real nursing families in our community, photographed in a comfortable and inclusive environment. This added an authenticity stock photos could never achieve, and brought real-life advocates and role models to the conversation. Billboards sparked a public debate that immediately spread throughout social media and garnered earned media. At ICHD, inquiries for breastfeeding support increased immediately.

Awards: Platinum Award, MarCom Awards (2016); Bronze Addy, Integrated Media Public Service Campaign (2017)
Person viewing campaign post on a tablet
Person viewing campaign boards displayed on easels