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Breastfeeding: Learning Makes it Natural
Research across the province revealed that many women think breastfeeding is going to be easier and feel more natural than it actually does. This campaign was designed to help inform new and expectant moms about the realities of breastfeeding. It's based on the premise that although breastfeeding may be natural, it may not happen naturally. In fact, it may take time to learn.
"Our hope was to alleviate some of the stress associated with being a new mother and with breastfeeding. We knew that if we could provide women with appropriate support and relevant information, it would encourage them to continue breastfeeding for a longer period of time." Says Anthony Taaffe, Associate Creative Director.
From learning a new language, playing a musical instrument, or learning how to dance, the campaign conveys the idea that it gets easier over time. www.first6weeks.ca helps moms facing similar challenges share their experiences and, by extension, demonstrates that others are going through similar challenges. The site also directs moms and helps them find the necessary breastfeeding support.
