uk family website

Raisingkids is a sister site to

go to Raisingkids homepage

Welcome

Join Raisingkids today and get expert advice, enter our competitions and chat on our forums for free!

Join Raisingkids for free Log In


 

Be A Star. Breastfeed
14 April 2008

Young mums targeted with poster campaign

be a star posterA compelling new poster campaign has begun in Lancashire with the intention of encouraging younger mothers to breastfeed. The Be A Star campaign was launched with a series of eye-catching posters designed to change current attitudes towards breastfeeding. National breastfeeding statistics show that working class mothers are twice as likely as mothers from a professional or managerial background to give their babies formula from birth.

'Too often, [breastfeeding] is seen as a 'sitting cross-legged under a tree humming' thing - something hippies do,' Michelle Atkin, from Little Angels, a community interest company in central Lancashire told the Guardian. 'We needed something different.'

The posters show a variety of young, glamourous women, breastfeeding their infants with lines such as 'She's not a celebrity - she's a star!' or 'She's not a singer - she's a star!'

The ad agency which came up with the campaign said: 'The cult of celebrity is very strong in this group, but it made no sense to blow the budget on a celebrity endorsement. It was far more powerful to make celebrities out of the mothers.'

http://www.beastar.org.uk

join raising kids

Like our site?

  • Join Now
  • Send to a friend
  • Link To Us!
  • Forgotten your username or password?
  • Printer Friendly