A Com­pelling Mes­sage for Moms

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Lowe Pimo’s lat­est win is a na­tional cam­paign to pro­mote breast­feed­ing in Le­banon. This 360-de­gree cam­paign was launched with the col­lab­o­ra­tion of In­ter­na­tional Ortho­dox Chris­tian Char­i­ties (IOCC), the Min­istry of Health and a num­ber of lead­ing NGOS. The cam­paign aims to trig­ger aware­ness on breast­feed­ing, hence em­pha­sises the ir­re­place­able ben­e­fits of this 100% nat­u­ral and healthy source of nu­tri­tion. The TVC plays on the emo­tional ex­pe­ri­ence of the mother, be­ing the cen­ter of the world to her new­born baby, un­der­lin­ing the fact that she should also be the source of the in­fant’s nu­tri­tion up to the age of two years or more. The cam­paign launch was given a unique twist with the dis­tri­bu­tion of ‘megh­leh’ desserts, just like the Le­banese tra­di­tion for when a new baby is born.

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