Evidence-based Behaviour Change


Breastfeeding campaign goes viral

We produced this viral video as part of our award-winning breastfeeding initiation campaign, Be A Star. It was a great success, leading to a 13% increase in breastfeeding initiation rates. Given the organic, word-of-mouth transmission that drove the success of the programme within grass-roots offline communities, we’ve developed this short film to serve the same purpose within the global online community.

Please share this link amongst your networks. A big thank you to Preston Mum, Laura Taylor and little Emily—the real stars of this clip. For more information on Be A Star, see our video case study here and the National Social Marketing Centre’s Showcase with full evaluation here.

> Read our Be A Star case study
> Read more Be A Star news


Collaborative Change 20 Limefield, Whalley, Lancashire BB7 9RJ Contact: stevenj@collaborativechange.org.uk // 0771 924 2795
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