How do you build a sustainable platform to engage with a diverse audience long term? In 2009 we developed a social media platform for breastfeeding support on behalf of the Ministry of Health. We’ve been growing and nurturing it ever since, and today, the page counts:

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Manatū Hauora | Ministry of Health
Supporting breastfeeding whānau

Breastfeeding contributes towards achieving equitable health outcomes and improving the overall health of infants. However, it is a skill that can be hard to learn, and there are many barriers to successful breastfeeding.

In 2008, the Ministry of Health came to us for a solution to promote breastfeeding in Aotearoa.

The goals were to:

  • Raise awareness around the benefits of breastfeeding
  • Normalise breastfeeding
  • Ensure parents can access free support
  • Increase breastfeeding rates.
Breastfeeding NZ magazine ad

So how did we build such a strong, long-lasting community of breastfeeding parents and advocates?

We created the BreastfeedingNZ Facebook page. A platform for parents, whānau and caregivers to find educational and emotional support. We also appointed two lactation specialists to provide daily free and private support to parents through Messenger.

Since 2009, we’ve been building up the page to become a trusted source for māmā and whānau. Listening to the community, adapting our content to new guidelines and trends and ensuring a consistent engagement strategy have been key elements to keeping this platform successful over the years.

We also produce digital, outdoor and print placements to grow page followers, increase awareness and normalise breastfeeding within the wider community.

What started in 2009 as an “experimental” approach to promote breastfeeding, has now become a sustainable online community for all parents in Aotearoa (and beyond).


Want results like this? Let’s talk.

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