Background

It is the whole family’s responsibility to raise their children and not just the mothers’. But giving birth affects the mothers as they need to take a break from their jobs and careers. Furthermore, it affects their abilities to get employed just because they are a woman. Since the 2005 law, there are smoking areas in every building larger than 300m^2. However, today in 2022, there isn't any space designated for breastfeeding mothers in Ulaanbaatar's 4700m^2 area.

Describe the cultural / social / political climate in your region and the significance of your campaign within this context

Mongolians have a nomadic lifestyle which indicates the culture of widely breastfeeding. Therefore, breastfeeding in public is considered as usual and people support breastfeeding. According to the Global breastfeeding collective, 46% of Mongolians breastfeed their babies for up to 24 months old is an average compared to the rest of the world and is decreasing over time. This is because Mongolian mothers are faced with the choice of continuing to breastfeed or weaning. Even the fact that children are not allowed in the Government House is a problem for the 13 women members who make up 17% of the parliament, and Deputy Finance Minister Bulgantuya has even breastfed her children outside the Government House.

Describe the creative idea

Why do we prepare the food of our most loved ones in cars, bathrooms, around corners or on streets when we don’t prepare our own meals there? They only need 2 sq. meters to feed their children in a safe and healthy environment. To introduce the issues commonly faced by mothers to people who are not mothers, we used a topic most relatable to them, or in other words, comparing it with food they most commonly eat by stating “breastmilk is just like a steak for babies”. What if someone keeps putting your food in the bathroom or in the car?

Describe the strategy

All of these problems can be addressed by installing dedicated rooms for breastfeeding mothers in every building. But building owners don’t pay much attention to the lack of areas for mothers to pump their breast or breastfeed their babies. They don’t take action to resolve this issue. We needed the public’s voice to have every building equipped with a lactation room. We needed not mothers but the public to understand the difficulties mothers face. Thus, we started to unite the public’s voice by installing the first lactation room as an example. After that, we put up posters starring well known figures at around 70 locations that would be possible to and needed to have a lactation room such as hospitals, shopping centers, corporate offices, schools etc.

Describe the execution

The project underwent from 20th of June to 20th of December. 1) Get awareness stage (Jun 20 - Sep 20) Starting with Influencers cooking in the bathroom and car. Taking milk by hand from breast in an organization reveals a social image that other people despise Due to the fact that babies are not allowed in the Government House, a member of the Parliament re-exposed the picture of breastfeeding outside, showing that there is a smoking room in the Government House, but children are not allowed. 2) Get information stage (Sep 20 - Oct 20) a. Well-known mothers' videos offer solutions to problems in Mongolia. Demonstrated the standards of lactation rooms in other countries to share their experiences b. Mongolia's first standard lactation room was created 3) Get action stage: (Oct 20- Dec 20) a. Posters featuring well-known influencers known as mothers

Describe the results / impact

As a result of the campaign, the sales of the Nuby brand have increased by 30%, and it has earned 3000 dollars through daily television programs and featured articles. Aiming to stipulate organizations to construct lactation rooms is starting with the Trade and Development Bank, Hunnu Mall, and Community Hospitals in the 10th khoroo of Sukhbaatar district and negotiating to cooperate worth 10000$. Digital media impressions 3,600,000 (equal to the population). The most important outcome is that people who are childless and clueless about the current situation started being aware, and according to the survey, 97% of them have promised to do something for them.