Greenstar – USAID – Mother’s First Milk

Client Greenstar

Challenge

In Pakistan, a lack of awareness and access to proper maternal and child healthcare facilities, along with the passing down of age-old traditional practices, hinder the healthy development of children. Insufficient education around the importance of exclusive breastfeeding hampers the nutritional / immunization needs of babies. A common practice is to give the newborn child a taste of honey instead of breastfeeding the child immediately, which can be harmful to his/her health.

Insight

Parents feel particularly protective towards babies. However, certain myths & misconceptions can harm their baby’s health. Young parents needed to be educated on the benefits of mother’s milk, informing them that mother’s milk is all the nutrition the newborn needs & it protects them against illnesses.

The purpose of the campaign was to persuade couples to move from traditional practices to healthy & beneficial ones – to promote breastfeeding right after birth up to 6 months