NEW YORK: M Booth & Associates launched a PR campaign to promote the newly launched "I breastfeed because" site on behalf of its client, breast pump manufacturer Ameda.
Launched to coincide with World Breast Feeding Week, the first stage of the campaign will run until September 15 and is aimed at nursing mothers or those who have breastfed or are planning to in the future.
As part of the campaign, M Booth's sister agency Project Metal created a dedicated website, www.ibreastfeedbecause.com, where participants can share their experiences of breastfeeding through tweets, videos or comments.
For every shared experience, Ameda will make a donation to the Human Milk Banking Association of North America and all commentators will be entered into a prize draw to win a nursery makeover. In addition, the site features comment from reality TV star and mother Bethenny Frankel, who shares her own thoughts on breastfeeding.
To promote the site, M Booth reached out to mommy bloggers, lactation bloggers and parenting titles.
Josh Rosenberg, SVP and director of M Booth's digital arm, Firstword Digital, explained that the campaign's PR objective was to drive awareness of Ameda products by engaging the lactation community and making it easy for participants to share their experiences.
He said: “Breastfeeding is a niche area and one of the insights we got through our research is that when moms first consider breastfeeding they turn online for advice and recommendations.”
The campaign will be extended to additional social media channels, including Facebook, in the coming weeks.