The truth about breastfeeding.
Medela wanted to encourage new moms in their breastfeeding journey. However, we discovered that 1 in 4 moms quit in the first 21 days. It can be hard and painful, but it is portrayed in the media as natural, glamorous and easy. We followed two first-time moms every day for 22 days from the moment they gave birth. They documented their journey on Medela’s Instagram channel and showed everyone the real side of breastfeeding. We also supported them with tips and support from other moms and the Medela experts. The results were incredible.
“Today is my 22 day! I made it!”
— @MotherofTuckers
22 days later.
We hired Alice Klayman, a famous documentarian, to film Carolina and MJ and their infant babies after they had finished their first 22 days of breastfeeding.
Case Study Video
The campaign achieved amazing results, won multiple industry awards and helped moms across the country achieve their breastfeeding goals.
