At PRINT, we’ve never shied away from provocative ad campaigns and innovative product designs that help destigmatize unjustly maligned aspects of women’s health. We covered the first-ever billboard in the US to feature a sex toy, pioneered by Havas Lynx to promote MysteryVibe, a tool that alleviates pain for those experiencing menopause. We highlighted another critical OOH campaign from Hey Jane, a healthcare and abortion provider that installed billboards across Illinois to indicate where patients can receive safe abortions. We also showcased the 2024 coffee table book, 100 Effed Facts About the Gender Health Gap put out by Evvy, an at-home vaginal micro-biome testing provider.
Now, we’re sharing important work from Munchkin, a baby lifestyle brand that has designed a first-of-its-kind tool that allows breastfeeders to see how much milk their baby is consuming.
The campaign puts breastfeeding on public display, sparking conversation where it counts.
The innovative Flow Nipple Shield + revolutionizes breastfeeding by empowering moms to see their milk flow in real time while nursing. Munchkin conducted a clinical trial to assess their Flow users, in which they surveyed 301 US moms. They found that 93.5% of these users were still breastfeeding at six months postpartum, and 92.8% met or exceeded their breastfeeding goals. Despite these impressive numbers, Munchkin has faced obstacles due to widespread oppressive views around women’s healthcare and the stigmas attached to breastfeeding, along with marketing campaigns around such subject matter.
Learn more about Munchkin’s efforts to thwart these roadblocks and how they developed the Flow Nipple Shield+ design and packaging below.
The interview has been lightly edited for length and clarity.
Flow is one of the first true breastfeeding innovations to be patented in decades.
Where did the initial idea for the Flow Nipple Shield+ originate? What was the design process like to develop it?
A 2013 study from Pediatrics found that a perception of insufficient milk supply was the leading reason mothers stopped breastfeeding, despite only 5% of mothers having a deficit. That perception led to 60% of mothers stopping breastfeeding earlier than they wanted to. We saw an opportunity to support mothers, normalize conversation around this immemorial practice, and raise the global breastfeeding rate with Flow.
This product is 10 years in the making— it’s gone through an extraordinary amount of testing, clinical trials, and focus groups. Ultimately, we learned that new mothers want, crave, and need support on their breastfeeding journey.
Flow is one of the first true breastfeeding innovations to be patented in decades. It provides a level of insight that has never been available before. By eliminating uncertainty, Flow fosters a more positive and confident breastfeeding experience, alchemizing anxiety into pure bonding.
Flow’s soft-touch silicone is shaped to naturally hug a mother’s breast, mimicking skin-to-skin contact. The design is deceptively simple and elegant because it follows the natural curve of the body.
With the Flow Nipple Shield + being a first-of-its-kind product, what kind of creative and design considerations did you have to make around the packaging?
Packaging for Flow underwent many transformations. We pivoted based on focus-group feedback to feature the product in use. Moms needed to see it in context to understand exactly what it is.
Every element, from typography to imagery, was chosen to support what mothers already know about Munchkin. Namely, that we are a legacy brand whose reputation is built on being credible, modern, innovative, and relevant. We seized the opportunity to celebrate the beauty of breastfeeding.
The lifestyle photo we chose beautifully illustrates how the product works in an everyday setting.
Ultimately, our butterfly box had to be fitted with a sleeve that was regionally adaptable for translations. The pulp tray inside the box was chosen as a cleaner, medical-grade option in order to prevent dust. The sleeve for the instruction booklet had to be flexible enough to adapt from seven to 15 languages, up to 120 pages.
As experts in this field, why do you think the public is so prone to shun images and information about breastfeeding and continue stigmatizing what is a natural and critical aspect of humanity?
There is a lack of awareness around breastfeeding insecurity. The crucial first phase of infant feeding is intimate and private, it’s also the most anxiety inducing. The conversation around how to support moms who are struggling just isn’t loud enough.
Misconceptions and ignorance largely contribute to discomfort around breastfeeding in public.
The conversation around how to support moms who are struggling just isn’t loud enough.
We believe it’s essential to increase awareness about the benefits of breastfeeding, to reverse shaming, and empower mothers with the insight they need to make the best choices for how to feed their baby. Our marketing campaign is tailored to tastefully challenge old stigmas and support mothers all over the world.
Breastfeeding can be difficult. The more mothers know, the more power they can choose. Flow is designed to boost confidence, eliminate doubt, and extend the breastfeeding journey. That’s how Flow’s tagline came to be: “Flow, now you know.”
Flow Nipple Shield + is the first new category creation for Munchkin, and we couldn’t be prouder of the reception it is receiving.
Can you share the design and creative process behind the national campaign Munchkin launched to promote the Flow Nipple Shield +? Were there specific messages you wanted to convey through the ads?
Navigating the evolving media and marketing climate requires you to be bold when you believe a product is a market-disruptor. Flow’s marketing captures images of mothers nursing their children in a way that is educational, beautiful, and tasteful, challenging a decades-long taboo.
We launched a national ad campaign with massive billboards in NYC (The Cube in Times Square) and Nashville (The Nashville Sign), plus 30-second spots on Hulu, Max, Peacock, and more. The campaign puts breastfeeding on public display, sparking conversation where it counts. We prioritized authenticity, showcasing real mothers in real moments. The campaign’s core message was clear: breastfeeding is natural, beautiful, and should be celebrated.
We knew that the Flow campaign could have some backlash as it features imagery of a breastfeeding mother with her baby, which is sadly still considered inappropriate by some media outlets. The campaign creative was banned in Atlanta and on The Great Wall in Times Square.
How does Munchkin persevere in the face of these bans and roadblocks to continue to try to get the important messaging out there?
Resistance only strengthens our resolve. Obstacles like these make it clear that there’s still work to be done when it comes to de-stigmatizing breastfeeding. Frankly, they fuel our motivation. Our long-term goal is to help raise the global breastfeeding rate. We are staying laser-focused on that goal.
We are committed to normalizing the conversation around breastfeeding, which means disrupting the status quo.
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