Primedia Unlimited’s Fitting Exposure subsidiary has signed an advertising deal with the Department of Health. The educational campaign ran over an intensive 12 day period advocating the health benefits of breast feeding to mothers with infants.
“This was the first time that the Department of Health advertised with us and based on feedback received from the client, they were pleased with the results,” says Mary-Anne Lakin, Fitting Exposure’s General Manager. “When advertising items of an intimate nature such as breast feeding, an environment such as the fitting room that offers private one on one, gender specific engagement is an obvious choice.”
The campaign was backed by radio sponsorships and interviews with advertising on MXit which has a huge following in the lower LSM market. “The combined three media channels offered great potential for the target market to view and absorb the communication in context with little wastage.”
The Department of Health recommends exclusive breastfeeding – where babies receive nothing but breast milk – for the first six months of their lives. Breast milk has antibodies that help protect infants from germs and illness and breastfeeding is linked to a lower risk of various health problems for babies.