Explanation about the client’s objective
91% of mums believe their emotional, mental and physical health went unacknowledged while feeding their baby.
Empower mums with a platform to voice their challenges and right to own their feeding choices.
The Boob Life and Spill the Milk IGTV content pieces featured real mums and their real experiences. We needed to take this content and make it relevant for a national audience.
THE STIR WAY
Amplifying the voice of real mums and real women.
A three-pronged approach positioning Tommee Tippee as the conduit for real conversation:
- Planned controversy when broadcasters and platforms censored The Boob Life – positioning it as a feminist issue.
- Heroing the diverse stories of our mums via personal interviews and advertorials.
- Interviews with Myleene Klass to front Spill the Milk.
Impact & Implications
people reached via press from national, lifestyle and parenting media, with over 600+ brand mentions.
of coverage included a link to the brand video, content series and/or campaign imagery.