The ‘Be a Star’ push, on behalf of Lancashire PCT, takes in Adshels, bus advertising, posters, radio ads, a blog and YouTube viral in an effort to promote breastfeeding as the natural way to nurture and protect young babies.

The model execution

These included a supermodel, actress, singer, pop idol and WAG.

Coupled with the strapline ‘she’s not a celebrity, she’s a star’ the idea was to communicate that the girl exuded confidence, pride and beauty from the act of breastfeeding. By feeding her baby she was achieving something special and transforming herself into a star in his/her young eyes.

Steven Johnson, the agency creative director, explained more: “This has been an excellent campaign to be involved with, not least because it put the very girls we are trying to target right at the heart of the work.

“Our research showed that the cult of celebrity has great sway with this audience so, rather than simply buying in a named endorsement, we created our own celebrities from the mothers we had been talking to.”

Johnson and his colleagues also claim that the campaign is working well through social networking and peer-to-peer mediums, with the accompanying blog site receiving “thousands of hits” since the activity’s launch a fortnight ago.

The work builds on The Hub’s growing specialism in targeting hard to reach social groups, after the team’s recent work focusing on young drinkers, intravenous drug users and the long-term unemployed.

On this point Johnson added: “We’re not just selling products and services, we’re trying to fundamentally change the way that real people live their lives.

“Simply peddling the information in an eye-catching way is no longer enough – what we are attempting to do is ‘rebrand behaviours’, and with this approach hope to engage with sufficient depth to bring about long term changes.”

Rossendale-based photographer Andy Farrington was the man behind the lens for the new campaign.

www.beastar.org.uk

www.hub-creative.co.uk

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