Campaign details

Advertiser: Medela
Brand: Medela
Agency: Genesis Burson - Marstellar
Country: India

Situational analysis

Medela, a breast pump and nursing accessories manufacturer, had found that many Indian women gave up breastfeeding when they went back to work. They conducted a survey to understand the problem and found that 42% of Indian women felt they had to quit their jobs to nurse their new-born babies and 59.34% of corporates admitted to having attrition rate in their female employees, post the maternity break.

Realising that working mothers had a unique set of challenges, Medela launched a campaign called "Back To Work" which demonstrated how their products could help new mothers balance work and family. This integrated communications program brought the conversation about breastfeeding out into the open and helped to build a community of working mothers who shared challenges and suggested solutions. By connecting with women passengers on the Jaipur metro and using relatable videos and comics, Medela's campaign resulted in a 50% rise in the sale of breast pumps in just one year.