PHILIPPINES – MARCH 2011 – Campaigns Cebu, the partner of Campaigns & Grey Philippines has been tasked by the Department of Health (DOH) to spearhead the national campaign to encourage more mothers to breastfeed their newborns. The agency will cover branding, design of marketing collateral materials as well as public relations to drive awareness of breastfeeding as the natural, healthiest and cost-effective option to bottle feeding.
The mandate was awarded to Campaigns Cebu following an open call for an agency partner by the DOH. The communications campaign is one of the initiatives rolled out by the department to address reduction in child mortality and improvement of maternal health. The six-month long campaign kicked off in end-February.
The agency’s creative communications strategy to engage the target audience and its exceptional work in the medical industry for clients that include LH Prime Medical, Chong Hua Hospital, Aces Eye Center and Davao Doctors Hospital, are a testament to Campaigns Cebu’s in-depth expertise in marketing communications in the local healthcare arena that impressed the client.
“Despite the well recorded benefits of breast milk for infants, mothers are increasingly turning away from breastfeeding and relying more on bottle feeding. This is due to changing lifestyles and the lack of awareness of the health benefits of breastfeeding,” said Dr. Asuncion Anden, Director, National Center for Health Promotion, Department of Heath, Philippines. “Given Campaigns Cebu’s experience and knowledge in healthcare communications, we are confident that we are taking a bigger step forward towards reversing this trend and positioning breastfeeding as the easy lifestyle choice for women and the best start to life a mother can give to her child,” Dr. Anden added.
“Our task is to shape the public’s perception that breastfeeding is the norm and not the exception. In addition, we want to increase support for mothers from families and the society so that they will feel encouraged to breastfeed and appreciate their breastfeeding experience,” said Zen Pastoriza (pictured), General Manager, Campaigns Cebu. “Breastfeeding is life-saving. It also strengthens the bond between the mother and child. This is a social cause which Campaigns Cebu is proud to put its name to,” Pastoriza added.
