Award: REGIONAL PR AWARDS \ CA05. Southeast Asia PR Campaign of the Year

In Myanmar, where 1 in 3 children suffer from malnutrition and 1 in 20 die before the age of five, raising the level of exclusive breastfeeding under 6 months has the greatest potential impact of all preventive interventions.

Over 2 years in the making, the integrated campaign united global children’s rights and health organisations, the Myanmar government, large retain chains, banks and mHealth App, hospitals and health centres. Over the 3-month campaign period, a third of all mothers giving birth in Myanmar’s big 3 cities were activated in person and exclusive breastfeeding was established as the No.1 aspirational choice for mothers and those who support them.

The campaign was fronted by six of Myanmar’s most well-known celebrities, accompanied by 36 macro and micro influencers, and centred around singer Sung Thin Par, who completed her 6 months of exclusive breastfeeding on the last day of the campaign.