Campaign details
Advertiser: Abbott's SimilacAgency: MSLGROUP
Situation Analysis
From infant formula feeding advocates to 'breast is best' lactivists, how women choose to feed their babies is a point of contention, leaving many feeling judged. According to the Centers for Disease Control and Prevention (CDC), breastfeeding rates in the United States increased dramatically from 24% to 79% between 1971 and 2011. In that time, the formula industry has come under fire from media and parents who question their products' benefits and wonder if companies really have parents' and babies' best interests in mind. In 2012, the American Academy...