Mothersucker
Клиент
“Delivery Unit” Agency for strategic reforms under the President of the Republic of Uzbekistan
Рабочая группа
Creative Director: Otabek Sharapov
Strategy Director: Sevara Asamova
Account Director: Khulkar Sitdikova
Copywriters: Bekzod Nazirov, Sherzod Temirov
Designers: Mirmukhsin Mirakbarov, Daler Badalov
Strateg: Shamsiddin Abbasov
Motion Designer: Bobur Erkayev
Account Manager: Shakhnoza Mirasimova
Задача
Problem
In Uzbekistan, 75% of children are not exclusively breastfed at least until 6 months. The rates continue to decline year by year. “Breastfeeding week” is held in the first week of August every year. However, campaigns don’t gain much public attention.
Solution
In Uzbek culture, there is a popular phrase related to breastfeeding — "Onasini emsin!" which translates to “Mothersucker!”. Despite its positive meaning, somehow locals have been using it as an insult almost every day. The literal meaning was lost.
“Delivery Unit”, a project of social reforms, decided to raise awareness on breastfeeding by boldly placing “Mothersucker!” on billboards.
The campaign attracted more attention than we could imagine, and sparked discussions. Then, the full message was revealed: "Let the baby mothersuck at least six months!"
Results
Only 4 billboards, and in less than 24 hours, it went viral, becoming the most discussed billboard ever.
Media budget — $0.
Reach — 15,000,000+
Media engagements — 1,500,000+
And most importantly — parents are alerted to the importance of breastfeeding.