Medela | #22Victories
Breastfeeding is sold as natural and instinctive. For many moms, it’s neither. While many choose to breastfeed, only 1 in 4 make it past the first 21 days. The issue isn’t commitment. It’s isolation. One of the biggest and least discussed barriers is the lack of realistic expectations in the moments things don’t go as planned.
We created #22Victories for Medela around a simple idea: if we could help more moms get to day 22, when habits begin to take hold, they would be more likely to continue for as long as they choose. Instead of adding more guidance, we made the experience visible. By following two moms in real time through their first 22 days, the campaign opened up an often private journey and invited others to step in with advice, encouragement, and their own stories, turning something individual into something shared.
Awards: Addy Best of Show- Social Media Campaign, Shorty Winner and Audience Honor- Family and Parenting,
Shorty Silver- Health and Fitness, Webby for Good, Global Sabre Winner- Womens Marketing
Case Study
Campaign Long-Form Video
Tips + Story Examples
