Breastfeeding group counting on Twitter and Facebook to share PSA

      Non-profit organization La Leche League Canada has launched its first public service announcement to encourage new mothers to seek support and guidance in breastfeeding their babies. The 60-second spot includes Little Mosque on the Prairie star Sitara Hewitt proclaiming herself a breastfeeding mother and explaining that women can join breastfeeding support groups, […]
 


   

Non-profit organization La Leche League Canada has launched its first public service announcement to encourage new mothers to seek support and guidance in breastfeeding their babies.

The 60-second spot includes Little Mosque on the Prairie star Sitara Hewitt proclaiming herself a breastfeeding mother and explaining that women can join breastfeeding support groups, get phone or e-mail assistance from LLLC volunteers or visit the organization’s website for information.

The spot was produced by Allan Wylie of Toronto’s Shadow Pictures Media with LLLC’s in-house team handling creative.

Fiona Audy, chair of LLLC’s board of directors, said the PSA is geared to women who have encountered difficulties with breastfeeding.

In Canada, most women start out breastfeeding but run into challenges and give up sooner than they had planned, she said.

“A lot of women tell us they didn’t know who to ask for help, so we felt it was time to make sure people were aware that La Leche League had the help and support and information they were looking for.”

Audy said her organization is counting on web word of mouth to carry the spot, which is also available on the LLLC website, to Canadian women. She said that while television stations had so far been lukewarm about airing the commercial, LLLC had e-mailed it to more than 2,000 members, health-care providers and other stakeholders since Sunday.

“Our assumption is that, from there, people will forward it to other people,” said Audy. “Traditionally, La Leche’s advertising was word of mouth and community bulletin boards and free advertisements in local newspapers, and what we see is that, for the mothers of today, word of mouth is Twitter and Facebook.”

LLLC’s awareness campaign also includes a poster and an 11-minute film shot by Wylie based on conversations with breastfeeding mothers in the Toronto area. The film will be shown in several locations across Canada later in 2011.

Brands Articles

Kraft Singles plays mind games in online effort

Cheese brand introduces "A craving is a powerful thing" tagline

McDonald’s tricks consumers with ‘salad society’ pop-up

Fast food chain creates a fake restaurant brand to get consumers to try its salads

Infinity tops on web for ‘virtual tire kicking’

High-end brand edges out Jeep and Lincoln in annual J.D. Power study

Running on empty: How to deal with professional burnout

In the fast paced world of change, how do change agents prevent burnout?

Air Miles promo gives Canadians 19,000 reasons to smile

Loyalty card program rewards members with flights, consumer appliances, barbecues

Quaker looks to spark Twitter conversations with new effort

PepsiCo brand uses social to encourage Canadians to do more of what matters

Canada’s Hottest Ads – The good and bad of Mother’s Day ads

Rain 43's John Farquhar finds mom spots both charming and predictable

Lasik MD campaign has its sights on millennials

Print, direct mail, OOH, radio touts financial benefits of laser vision correction

How to improve in-store signage

Signs alert shoppers to deals and promotions, but also express your brand