Young mums targeted with poster campaign

A 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

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