Medela, the breast pump manufacturer, aims to give support to new moms and their families through a series of docu-style videos about real customers' experiences with breastfeeding, with a new social site and campaign named ThroughItAll.
The Swiss company created a video library of moms, partners and families from across the U.S. sharing their stories and, in particular, how they were able to make breastfeeding work for them.Topics these families address include being a mom of multiples, surrogacy, experiencing fertility challenges, same-sex family structure, being a military mom, socio-economic challenges, returning to work and being a stay-at-home mom.
Minneapolis agency Stone Arch created the campaign, which also encourages women to discuss these issues across social media. The brand seems to be reaching into a similar social media space to the likes of Pampers and Huggies, which have had great success in getting new moms bonding online on their branded sites.
Susan Rappin, vice president of marketing for Medela, said in a statement: "Through It All doesn't gloss over the realities of breastfeeding and pumping. It's hard work, but it's worth it, as you'll hear from our Moms. Through It All is about giving moms and families the opportunity to share their stories of the encouragement, support and strength they've found along the way."