Media relations case study:

Launch of the Breastfeeding Manifesto

The Breastfeeding Manifesto is a seven-point plan to raise awareness of the health benefits of breastfeeding. It was created by UNICEF and a coalition of 39 fellow health and medical professional organisations. We were given the job of launching the Manifesto (working with our partners at Linstock Communications).

In the weeks preceding the launch, we managed to place interesting breastfeeding stories and real-life case studies in the press, including a major news story in The Sunday Times on the weekend before the launch. This all built up to a high-profile press conference for broadcast and print media with celebrity supporters Jemima Khan and Theo Walcott during National Breastfeeding Week.

The launch of the Manifesto received extensive media coverage in over 160 newspapers and publications across the country. This included a major feature in the Guardian and interviews with BBC Breakfast News and This Morning.

We also undertook a local campaign, using a template release and local spokespeople, which resulted in fantastic results and articles in outlets such as the Sunderland News and Manchester Evening News.