Campaigns Cebu has been tasked by the Philippine Department of Health
to spearhead a national campaign to encourage more mothers to
breastfeed their newborns. The agency will cover branding, design of
marketing collateral materials as well as public relations to drive
awareness of breastfeeding as the natural, healthiest and most
cost-effective option to bottle feeding.
The mandate was awarded to Campaigns Cebu following an open call for an
agency partner by the Philippine Department of Health. The
communications campaign is one of the initiatives rolled out by the
government agency to address reduction in child mortality and
improvement of maternal health. The agency’s creative communications
strategy is based on its exceptional work in the medical industry, a
testament to Campaigns Cebu’s in-depth expertise in marketing
communications in the local healthcare arena that impressed the client.
“Despite the well recorded benefits of breast milk for infants, mothers
are increasingly turning away from breastfeeding and relying more on
bottle feeding. This is due to changing lifestyles and the lack of
awareness of the health benefits of breastfeeding,” said Dr. Asuncion
Anden, Director, National Center for Health Promotion, Department of
Heath, Philippines. “Given Campaigns Cebu’s experience and knowledge in
healthcare communications, we are confident that we are taking a bigger
step forward towards reversing this trend and positioning breastfeeding
as the easy lifestyle choice for women and the best start to life a
mother can give to her child.”
“Our task is to shape the public’s perception that breastfeeding is the
norm and not the exception. In addition, we want to increase support
for mothers from families and the society so that they will feel
encouraged to breastfeed and appreciate their breastfeeding
experience,” said Zen Pastoriza, General Manager, Campaigns Cebu.
“Breastfeeding is life-saving. It also strengthens the bond between the
mother and child. This is a social cause which Campaigns Cebu is proud
to put its name to”
The six-month long campaign which kicked off at the end of February is
centred in the Philippines.
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