Medela

Getting new mothers back to work

Back to Work with Medela

Medela, a breast pump and nursing accessories manufacturer, had found that many Indian women either gave up breastfeeding when they went back to work or quit their jobs when they gave birth. They reached out to Genesis BCW to help new moms to get ‘Back To Work’ successfully and still provide their babies with the nutrition of breast milk.

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CONTENT • CREATIVE • INTEGRATED • MEDIA RELATIONS • HEALTHCARE SERVICES

SOLVING A UNIQUE CHALLENGE

Medela conducted a survey to study trends on maternity leave, breastfeeding practices, and work-life balance for a new mother and the results showed that nearly 42% of working mothers quit breastfeeding due to the inability to manage work and motherhood. The survey results also showed that many women didn't know how to use breast pumps.

An integrated communications campaign was designed to educate mothers on using Medela's products through a mix of on-ground activities, video storytelling, blogger engagement, print and broadcast outreach and social media in an engaging and relatable way. Encouraging the dialogue further were the Medela Experts and the Lactoclave – a series of webinars designed for experience sharing.

SETTING A TONE

A video on breastfeeding was released during World Breastfeeding Week to send out the message of continuing to breastfeed after getting Back To Work. The timing and the amplification, which included India's leading wire agency, Press Trust of India flashing it, led to 116,297 watching it in that.

PUMPING FOR SUCCESS

Getting moms to talk proactively about breastfeeding was an achievement backed by a 50% increase in product sales, 200 stories and 116,297 video views—and most importantly, the start of a conversation where new moms all while getting 'Back to Work'!

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2018 PRWeek Global Awards
Best Campaign - Asia-Pacific - Medela - Back to Work