The ultimate convenience food

Recently, I worked on a spec campaign to entice teenage mums from low socio-economic groups to breastfeed. The idea was to position breastfeeding as the ‘ultimate convenience food’ by creating a new brand – Mum’s Milk. (Fast food being pretty high on these young women’s agenda.) These cards were to be used as prompts by mid-wives at ante-natal classes. The reverse of the cards would focus on ‘things-you-probably-didn’t-know-about-breastfeeding’ to reinforce the message.

Faye Levingston, deserves all the credit for the art direction.


Agency: ICE

Concept: David Milligan-Croft

Art Director: Faye Levingston

Writer: David Milligan-Croft

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Filed under Advertising, community, Design, Ideas, Inspiration, Politics

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