Local firm Max Communications recruited more than a thousand mothers across three cities to breastfeed their babies at the same time to set a national record. Hotline operators approached mothers from Vinamilk’s CRM database, while more responses came through print and online ads. “
Recruitment was the major challenge, because Vietnamese mothers usually do not bring infants to a public gathering,” said Manh Tuong, MD of local PR firm Max Communications. “The event aims to raise awareness of the benefits of breast milk, particularly colostrum, which is a nutrient available for the first three days after birth.”
Dielac products are also formulated with colostrum, with the switch to powdered milk typically occuring after several months.
The event is airing on national TV and in print channels as part of an advertorial. “The challenge for us was to create publicity in a refreshing consumer approach. Setting a record was the best solution to deliver that,” said Tuan Minh Phan, Dielac category manager, Vinamilk.
Max launched the initiative shortly after Dielac’s image revamp (Media, 24 August) by TBWA. ‘Mother’s love’, celebrates the emotional bond between mother and child.
