Why is this work relevant for Integrated?

Instead of directly selling the product, we’re addressing underlying issues within our society using traditional and non-traditional channels. That includes influencers, a physical lactation room, print and media tools, printed posters and email proposals to various organizations.

Background

Internationally, it is recommended to breastfeed a child until 2 years old. However, each year 79,000 mothers give birth in Mongolia and those mothers go to work 3-6 months after giving birth which makes it difficult for them to breastfeed their children. Breastmilk is the equivalent to the first vaccine a baby receives which is essential for them. The lack of spaces for mothers to breastfeed their children, or to pump their breasts is an obstacle for the healthy growth of a child. Breastfeeding a baby in its first 2 years grants the same effects as a vaccine, protecting them from different kinds of infectious diseases. The healthy growth of a child can also have a positive economic effect equivalent to 60,000 USD for a company as the chances of the baby getting sick decreases and the need for mothers to get days off also decreases.

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. Attraction 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) 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) Action stage: (Oct 20- Dec 20) a. Posters featuring well-known influencers known as mothers

List the results

Sales up 30% Earned media 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 contribution 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.