THE BE A STAR BREASTFEEDING CAMPAIGN
Be A Star is a social marketing campaign that promotes breastfeeding amongst young women by celebrating mothers who breastfeed as ‘stars’, whilst supporting them through the breastfeeding process, via peer support and improved understanding and acceptance of breastfeeding within the community.
The ‘stars’ of the campaign are real, local breastfeeding mums, styled to look like models, celebrities, singers and actresses. These real mums are demonstrating to their communities the pride, confidence and beauty that breastfeeding can bring — presenting breastfeeding as something that is appealing to other young mums and mums-to-be.
The campaign first launched in Central Lancashire in March 2008, and has now been adopted by a total of 15 PCTs throughout England, achieving some fantastic results for these PCTs in encouraging more young women to breastfeed.
Research was conducted with young mums across England and showed us that decisions on how to feed their baby was strongly influenced by the attitudes and opinions of those close to them. As a result, the campaign also considers the key influencers in the young mum’s lives — including their parents, their partners, their friends and, of course, their baby.
In order to promote the campaign, a number of community materials have been produced, including:
- Posters — displayed throughout the community, in doctors surgeries, hospitals, libraries and Sure Start centres (to name but a few). Starring real local breastfeeding mothers and babies, used to promote the campaign and signpost mums and mums-to-be to local and national support services
- Leaflets — containing hints, tips and clear advice about breastfeeding including how to breastfeed discretely, and comfortably, in public. These leaflets also signpost to local support groups and services in the local areas.
- The Be A Star Blog — (but you knew that already we guess!) featuring news articles, advice about breastfeeding, local support information and new additions to the Be A Star campaign gallery
- Local radio and outdoor advertising — in key areas where our young mums are likely to see or hear the messages, such as in shopping centres or inside buses.
- Newspapers for dads-to-be and new dads— designed and written specifically for the partners of our young mums. Containing key facts and information about how they can support new mums whilst breastfeeding and hints and tips on how else to bond with the baby other than by bottle-feeding.
- Community engagement pack — has been developed to support PCTs in engaging local retailers, cafés and community venues to become breastfeeding friendly.
.
We have posted examples of the materials listed above for you to view (but please don’t print them). Click on the thumbnails below to enlarge images.
Community poster (A4, A3 and A2)
Pregnancy booklet
Ante-natal tabloid newspaper
Post-natal tabloid newspaper
21 responses so far ↓
Hayley // Jan 31, 2010 at 2:24 pm
I´m 25 and had my little boy in July last year! Breastfeeding still going strong! I love the closeness and find that not only does it give him all the nutrition he needs, it also soothes him if he´s upset after jabs or doesn´t feel very well as he gets great comfort from it. I can´t imagine a baby getting that kind of comfort from a bottle! I live in Mallorca where breastfeeding is seen a lot differently than in the UK. Nobody is embarassed by it and i´m sure more people do it.
Amanda // Jun 25, 2009 at 12:00 am
hi, i’m a young mum from australia, looking at promoting breastfeeding to other young mums and these are great. All we get are silly cartoons of ppl with tattoos and piercings drinking what looks like beer, being told ‘its cool to breastfeed’. Certainly looking at doing something similar down here.
Lucy November // Jun 17, 2009 at 12:11 pm
These posters are great - what a fantastic idea! I’m a teenage pregnancy midwife and breastfeeding peer supporter. Please let me know how to get some posters for our clinics, hospital, Children’s centres etc. Fantastic!
Sarah Rock // Oct 13, 2008 at 1:57 pm
Fantastic website and inspirational photos. I work as a breastfeeding co-ordinator in Telford and would love to access some of these posters, How do we get hold of them??
Fantastic work. This should definitely be taken nationwide
Debbie Hampton // Sep 23, 2008 at 8:53 pm
Hi, I run a breastfeeding support group in Southampton and we would love to have some of your posters to display if possible? The images are definitely more striking than our current posters!
Sarah // Jun 9, 2008 at 2:52 pm
What fantastic positive pictures!!! I am currently breastfeeding my one year old son and I am sick to death of the looks and stares I get. Those pictures are so positive and portray breastfeeding for the fantastic natural thing it is!!!
Jackie Thorncroft Community Midwife // May 28, 2008 at 9:53 pm
I recently attended the RCM study day in London and was lucky enough to be given two of these posters. I have since put them in the waiting room of two of my surgeries and also displayed them at the local breastfeeding workshop with a very positive feedback. Can I access some more for the local childrens centre and our hospital please??? Well done to all of you, especially the Mums.
Melissa Clark // May 28, 2008 at 6:26 pm
I came across your website by chance and i love it! I’m breastfeeding my 5week old son at the moment, and i also breastfed my older daughter until her first birthday and it’s the greatest thing i’ve ever done, i’m so proud of my achievement! I’m an active member of our local breastfeeding support group and wondered if i could get copies of your posters please as they are fab and just the image we are trying to promote?
Thanks so much!
samantha // Apr 28, 2008 at 3:00 pm
can i have a copy of these for our clinic for breastfeeding awareness week please? or can i copy them and print them out
excellent.
Kylie // Apr 22, 2008 at 7:32 am
love it !
You women are amazing, and you’re gorgeous. This should be nationwide, and on TV. Well done!
Francesca Entwistle // Apr 16, 2008 at 10:31 pm
Fantastic images which should be marketed UK wide…I absolutely love it and think you will help to change the image of breastfeeding very well done !
To see more images designed by Art Students why not visit the ‘Get Britain Breastfeeding’ Art Exhibition in Tower Hamlets London 2nd -11th May. more details on: http://www.getbritainbreastfeeeding.org.uk for further details.
Francesca Entwistle
Regional Infant Feeding Co-ordinator London
Jade // Apr 13, 2008 at 11:32 pm
I think it’s great to make breastfeeding look glamourous, hopefully it will attract young women to give breastfeeding a go.
Andrew Farrington // Mar 29, 2008 at 10:13 am
I am the photographer who worked with The Hub to capture the images above in conjunction with a great team - The women you see here are real women, who, with no prior experience in modeling and being in the frenetic environment of a photo studio, have managed to look fantastic and project amazing strength and versatility. That is no small achievement in itself, but to do so whilst breast-feeding is testament to the whole ethos of this project and it’s participants.
Respect to them and all who have worked on this marvelous and inspirational project:
Andrea Perry-Bevan - Hair and make-up
Melanie Bertani-stylist
Lee Rudi Wood - 1st Assistant
Saskia Bate & Penny Willcox 2nd assistants,
and all at The Hub in Preston, for creating this campaign from the roots up.
Andrew
Joanne Heslop // Mar 25, 2008 at 12:14 pm
Fantastic website and idea. This is just what we need in trying to balance the ’slick’ baby milk adverts and promotion - no doubt you did it on a lot smaller budget. I vote you should go national.
Shelly Gascoigne // Mar 23, 2008 at 2:07 pm
The pictures were fantastic on their own now the words have been added they are even better!!!!!!!!
Shelly
Rebecca Dietzen // Mar 23, 2008 at 4:07 am
I love these pictures! Working and breastfeeding is not always easy but it is totally worth the benefits for mom and baby. Keep promoting
Charlotte Gander // Mar 22, 2008 at 8:41 pm
I think these posters are brilliant, I would love to see stuff like this all over the country
Well Done
Laura Taylor // Mar 19, 2008 at 9:42 pm
Hi Michelle, thanks for your comment. My name is Laura Taylor and i am one of the girls on the posters, im the ‘actress’, im glad you like the website and have persevered with breastfeeding. i know exactly how you feel when you say you want to give up, please dont!just think of the benefits for you and baby!if you need any support or just want to talk to someone when you have a bad day just contact me through this website. Thanks, Laura xx
Sonia Aldworth // Mar 19, 2008 at 3:15 pm
I have just completed the BFI course and would like copies of these posters for my clinic. Is this possible?
Kind regards
Sonia
Michelle // Mar 19, 2008 at 11:42 am
I love this website its realli inspired me. im a young mum at 18 i had my little boy 2 weeks ago and ive felt like ive wanted to give up breastfeeding alltogether but this website has shown me the way to persevere and carry on with it
so thankyou xx
Roberta Roulstone // Mar 18, 2008 at 4:23 pm
I work as breastfeeding coordinator for the PCT - I would like to know where we can get access to these posters and more about the project. I love the images portrayed here as strong women with attitude.
Well done
Leave a Comment