The Overview

The brief to Gatecrasher was to research, develop and implement a 26-month Statewide campaign promoting increased duration of breastfeeding to pregnant women, new mums, key influencers, Aboriginal and Torres Strait Islanders and the general Queensland Community. This was a major challenge given a relatively small budget.

The Work

Because the breastfeeding duration aspect was so crucial and previous campaigns had really only encouraged women to breastfeed for at least the first 6 months, it was deemed important to communicate extended breastfeeding without offending anyone. The campaign tagline thus chosen was 12+ months on the breast. Normal. Natural. Healthy. The core theme tying the campaign elements together of the campaign was to be real, be honest and normalise breastfeeding.


Queensland Breastfreeding - Press

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