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

Your Marketing newsletters are changing

The Marketing Morning Filter is ending, but other newsletters are set to return

The List: North Strategic’s very big year

Prior to being picked up by MSLGroup, the PR shop brought in 15 new client wins

The biggest stories in Canadian marketing: 2016

A look back at the most read and shared news items from MarketingMag.ca

Media Profile teams with global PR group

PRGN welcomes Toronto agency as first Canadian partner

Stereo+ unveils brand overhaul from Lg2boutique

How to to introduce a 35-year-old chain to younger shoppers

The List: Wattpad’s evolving influence

The first of our selections for the biggest newsmakers of 2016

Sears Canada takes a gamble on groceries

Losses more than double in Q3 report, but food markets set to arrive

Big opportunities await in the new age of CSR (column)

Overwhelmed consumers want to outsource their consciences, but it requires deep trust

Mintel predicts packaging trends for 2017

Research firm says intelligent, experiential packaging will lead consumer experiences