The Be a Star Campaign

September 3rd, 2009 · No Comments

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.

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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.

Be A Star campaign poster
Community poster (A4, A3 and A2)

Be A Star pregnancy booklet (cover)  Be A Star pregnancy booklet (internal pages)  Be A Star pregnancy booklet (reverse)
Pregnancy booklet

Be A Star discrete feeding booklet (cover)  Be A Star discrete feeding booklet (internal)  Be A Star discrete feeding booklet (reverse)
Discrete feeding booklet

Be A Star ante-natal tabloid newspaper (cover)  Be A Star ante-natal tabloid newspaper (internal)  Be A Star ante-natal tabloid newspaper (reverse)
Ante-natal tabloid newspaper

Be A Star post-natal tabloid newspaper (cover)  Be A Star post-natal tabloid newspaper (internal)  Be A Star post-natal tabloid newspaper (reverse)
Post-natal tabloid newspaper

Tags: Campaign · Information

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