Unicef BreastMilk Campaign - "Materna"

Leo Burnett Venezuela C.A.

Leo Burnett Venezuela C.A. Caracas, Venezuela

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Title	Materna
Agency	Leo Burnett Venezuela C.A.
Campaign	Materna
Advertiser	UNICEF
Brand	Unicef BreastMilk Campaign
Date of First Broadcast/Publication	2010 / 2
Business Sector	Institutional/Public Interest/Non-Profit Org.
Tagline	World's Best Product For Babies
Philosophy	Mother's milk as a brandSeeking to promote breastmilk in Venezuela, where over 70% of mothers do not breastfeed, UNICEF took breastmilk and packaged it like a formula brand. With the brand name La Leche Materna, and packaging shaped like a woman's breast, it was positioned as the 'world's best baby milk' to compete against formula milk brands and sold in supermarkets and grocery stores. The campaign reached over two million women.
Problem	Breast Milk is not considered by many families in Venezuela, to be more accurate, almost 72% of moms don't give a 100% breast milk diet to their new borns. Venezuela is a country where the baby formulas rule thanks to many health and beauty myths.
Result	The campaing reached over two million women in POS and had a great donation impact in Univef's breatfeeding campaing.
Media Type	Packaging, Branding & Design
Line Producer	Dominique Maurice
Production Company	Magaly Mayo
Production Manager	Nivia Cuevas
Art Director	Eduardo Gomes
Animation/3D	Johann Boscan
Copywriter	Andrea Gil
Copywriter	Julian Guarin Barkach
Creative Director	Ali Armas
Executive Creative Director	Fabian Bonelli