National Social Marketing Centre

 

Overview

Commissioned by Central Lancashire Primary Care Trust (PCT), in partnership with Little Angels breastfeeding peer support organisation and The Hub social marketing agency, Be A Star promotes breastfeeding amongst 16- to 25-year-old mothers. It does this by celebrating mothers who breastfeed as ‘Stars’ and supporting them through the breastfeeding process, via peer support and improving understanding and acceptance of breastfeeding within the community. Local breastfeeding mums are transformed to look like models, celebrities, singers and actresses, and star in a campaign to make breastfeeding glamorous, sexy and appealing to the target audience. 

Be A Star first launched in Central Lancashire in March 2008 and has since been rolled out to 14 other PCTs throughout England.

Results:

• From March to May 2008, breastfeeding initiation rates (among 18- to 25-year-olds) in Central Lancashire increased from 52 per cent to 63 per cent
• This increase was also seen in the particularly deprived Preston locality in Central Lancashire
• Three ‘Stars’ have been trained as peer-to-peer supporters and one enrolled on a midwifery course within six months of involvement