Johnson's Baby: Pump It Forward

This case study describes a Johnson's Baby campaign in China which launched a social movement - 'Pump It Forward' - to help mothers who need to pump and store their breast milk after a return to work.

Johnson's Baby: Pump It Forward

Icy Han and Jamo Woo

Campaign details

Brand owner: Johnson & JohnsonAgency: NIM DigitalBrand: Johnson's BabyCountry: ChinaChannels used: Internet - microsites, widgets, Online video, Other and ambient media, Print - general, unspecified, Public relations, Social mediaMedia budget: 1 - 3 million

Executive summary

In China today, over 50% of mothers who return to work after maternity leave are considered 'work-and-pump' mums. They need to pump and store their breast milk during those busy hours spent in the workplace. Sadly, most companies do not designate...

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