Medela: Back to work

Medela, a breast pump and nursing accessories manufacturer, launched the 'Back To Work' campaign to demonstrate how its products could help new mothers balance work and family.

Campaign details

Advertiser: MedelaBrand: MedelaAgency: Genesis Burson - MarstellarCountry: 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...

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