Extreme Wins Contract to Re-normalize Breastfeeding

Extreme has landed a significant contract to create a campaign to help re-normalize breastfeeding in Nova Scotia. Working with Nova Scotia Health Promotion and Protection (NSHPP), Extreme will develop a provincial social marketing campaign to create supportive communities for moms and babies in Nova Scotia.

“This is something that’s going to require a cultural change,” said Andrew Doyle, President of Extreme Group. “And that’s just the kind of challenge we love here at Extreme. We have lots of moms and mom supporters here and it’s been amazing to see the discussion this has created.”

This first phase of the campaign will involve research and creative development. Extreme Group will be working with NSHPP, the Provincial Breastfeeding and Baby Friendly Initiative (BFI) Committee and key stakeholders to develop the campaign to support the Healthy Eating Nova Scotia strategy.

“Nova Scotia lags behind the rest of the country in both breastfeeding initiation and duration rates,” said Michelle Amero, Coordinator, Healthy Eating, NSHPP. “We are very pleased to have the opportunity to work with Extreme on this exciting project. Their social marketing expertise will certainly help us achieve our goals.”