The communication that exist for medicine and health are very competitive. The regulations are very strict and every kind of advertising is summited to comply every government request. Requirements in health benefits, no false advertising and media to be adequate.

Usually the communication is complex and with language that the consumer occasionally doesn’t understands. This is why de communication needs to be simple and direct.

In Mexico, the prejudice towards breastfeeding in public has made 64% of moms not breastfeed. The objective of the campaign was to transform prejudice of Mexican society into awareness.

The strategy was simple, throw a spotlight on the problem, provoke the society to change, show them how bad prejudice can be.

So Unicef decided to make a do not breastfeed campaign and uploaded an anonymous video that showed how a mother was accused of exhibitionism for breastfeeding her baby in a park. The video outraged Mexico and the world, in 72 hours the whole country was talking about breastfeeding, local news put the campaign in prime time, on social networks the conversation about breastfeed tripled and suddenly a do not breastfeed campaign turn into the best breastfeeding campaign in Mexico. With no media budget Unicef changed prejudice into awareness.

The main objective was to raise awareness about the importance of breastfeeding and fight the prejudice that obstacles mothers, we wanted to open the debate and generate people to talk about it with their families, friends, on social networks, on blogs, everywhere, we needed to change prejudice into awareness.

We created a video and uploaded it to YouTube through an ordinary account not related to the campaign.

A small group of UNICEF ambassadors spread it by sharing it in their social networks, referring to it as a true story happened in Mexico City.

In less than 72 hours, people began to share the video and talk about breastfeeding, creating a snowball effect that transcended media. Something that started as a simple video on YouTube, ended up on blogs, TV, radio, printed news, forums and digital media, making people talk on social networks.

At the same time, our ambassadors helped by promoting the hashtag #SíaLaLactancia and it helped to drive the conversation to the benefits of breastfeeding.

Four days after launching the video, UNICEF revealed that this effort was its campaign #SíaLaLactancia and it was created to raise public awareness about the benefits of breastfeeding.

We opened the debate about breastfeeding in public, since the viral effect of our video the discussion happened online and on offline media in Mexico and other countries.

In 72 hours we obtained the equivalent impact of a campaign that actually has investment.

6+ million views.

54+ million media impressions.

65+ million social media reach.

200+ articles in newspapers and blogs.

$6 million in free media.

But most important we changed prejudice into awareness.

UNICEF needed an action to raise awareness of Mexican society about the importance of breastfeeding and to fight against the prejudices that make mothers choose not to nurse their babies.

The strategy was throwing a spotlight on the problem with a format that people use everyday and is very close to them: social networks.

In Mexico 98% of the online population has accessed social networking sites.

Social networks help expose the problems of society. So we decided to create a piece that had its origin there: On the conversations on Twitter, Facebook, blogs and forums, an idea that works as a social denounce and drives the attention of the population.

To spread the piece UNICEF used its ambassadors in Mexico as influencers.

Mexico has one of the lowest rates on breastfeeding of LATAM. Prejudice is one of the main obstacles of breastfeed, making 64% of mothers choose no to nurse their babies, breastmilk is the most important nourishment for a baby, it prevents malnutrition, infant death and child diabetes. Unicef needed to raise awareness of Mexican society and promote breastfeed.