Best baby formula
Клиент
“Delivery Unit” Agency for strategic reforms under the President of the Republic of Uzbekistan
Рабочая группа
Creative Director: Otabek Sharapov
Copywriters: Bekzod Nazirov, Sherzod Temirov
Desiners: Daler Badalov, Mirmukhsin Mirakbarov
Strategy Director: Sevara Asamova
Strateg: Shamsiddin Abbasov
Account Director: Khulkar Sitdikova
Account Menejer: Shakhnoza Mirasimova
Задача
Problem
Breast milk... irreplaceable nutrition for a child's well-being, shield against life-threatening and chronic illnesses. World Health Organization
For mothers, it reduces the risks of breast cancer and ovarian cancer. World Health Organization
Unfortunately, breastfeeding rates are declining. The Lancet 2023
In Uzbekistan, 75% of children are not exclusively breastfed at least until 6 months. Uzbekistan Medical Center of Pediatrics
The main reason is the aggressive marketing of breastmilk substitutes. Uzbekistan Medical Center of Pediatrics
They are everywhere: on TV, social media, in stores, even in polyclinics and maternity hospitals, exploiting parents’ emotions with their false claims.
We realized that it is useless to try to persuade mothers not to buy baby formulas.
Solution
So “Delivery Unit” decided to launch the best and ideal baby formula — “Natural Breast Milk”
We produced a mock product and placed them between all other baby formulas in the largest supermarket chains — Korzinka.
Everyone could buy it for free
As mothers took the product, they found information about the importance and benefits of breastfeeding. It also highlights all the myths about breastfeeding.
Moreover, there are all the nutrition facts of breast milk on it so that mothers can compare it to the substitutes.
We went even further and delivered "Natural Breast Milk" to polyclinics and maternity hospitals.
Result
Media Budget: $0
Reach: 15 000 000+
Shares: 200 000+
Finally, mothers started to realize that ideal milk is in their breasts.