Nearly 90% of pregnant women intend to breastfeed their child, while only 50% are actually able to. The result is often frustration, guilt, and judgment (perceived or real) from other moms.

We launched the “Sisterhood of Motherhood” platform with a launch video that gathered eight million YouTube views in its first weekend. We sustained momentum through print, social, and product-focused video, giving the brand a true platform to separate itself from competitive brands. The campaign was named PR Week’s Campaign of the Year.