From Bumps to Breastfeeding: Providing mother & baby support

Overview:

It’s 2 o’clock in the morning.  It’s just the two of you, cocooned together in your comfy spot. You are bleary-eyed, and full of love for the wee one you hold in your arms - skin to skin, heart to heart. Only weeks old, she is now your every moment of concern, your every ounce of love, and her health and well-being are tied directly to you.   She’s hungry, but struggling to latch to your breast.  She’s unsettled, you’re unsettled.  Are you making enough milk, you wonder?  Is she getting enough, and how will you know?  What will you do in the coming hours to help her get enough milk?    You just want to feed your baby.     From Bumps to Breastfeeding: Providing mother and baby-focused support - anytime, anywhere.    Breastfeeding isn’t always easy and there can be bumps along the way for mother and baby. For more than 50 years, La Leche League Canada (LLLC) has served breastfeeding mothers and their families. In 2011, 30,000 individuals attended local meetings with approx 5,000 first time attendees. Since July 2010, we have had over 193,443 unique visitors to our website. LLLC has a long history of meeting women “where they are”, which now means adapting so that mothers can find us in the digital meeting space and marketplace. In summer 2011, we launched a new PSA, featuring beloved Canadian actor, Sitara Hewitt (of CBC’s Little Mosque on the Prairie). We professionally produced 3 PSA products.
Our project consists of 3 phases: Production, Distribution, and Visibility and Connection.  We are applying to Aviva in order to produce & launch a series of instructional videos that will provide answers to Moms’ most common questions. In concert with our national PSA, we can reach thousands of families across Canada with a national television media plan.

Production: A significant gap in our ability to provide improved support via social media is the lack of high-quality videos accessible any time.  An Aviva grant will make a tremendous impact on the lives of mothers needing assistance with the fulfilling but often challenging practice of breastfeeding their babies.   Because of the accessible, viral and cost-effective nature of this project, project will have reach into every Canadian community – from large urban markets to remote areas. Isolating factors such as disability, poverty and lack of personal resources can hinder a mother’s ability to make in-person Group meetings, and anything that makes a day easier, especially for these Moms, LLLC is thrilled to do. 

Distribution:   A key factor in promoting these instructional videos is “getting the word.” A pivotal tool to communicate to Moms is our PSA, rich in valuable content, and lets breastfeeding moms know that they are not alone - we are here to help. Adding the videos' QR code will direct moms where they need to go in moments when they need us. The PSA’s also serve as an introduction to LLLC, and will be the first gateway to connecting with local support.  A prudent distribution plan for a national media-buy in 2013 will launch on OWN, W Network, and APTN networks.Our spot will run approx 50/per week.  We will proudly place Aviva as title sponsor for distribution on these high-visibility networks. 

Visibility, Connection … and Showing our Gratitude: While this proposal, out of necessity, speaks of marketing tools, distribution plans, organizational capacity and reach….we never forget for a moment our true purpose. We really can imagine what a difference will be made for that breastfeeding mom struggling in the middle of the night. We will engage our Groups across Canada to help say “Thanks Aviva.”  T-shirts, posters, placards, recorded messages, videos posted on our website & social media – the ways to give life to our “Thanks Aviva” phase are endless.  We are delighted to offer our submission - a start to the production of this program will mean a better start for Canadian babies.  The total project budget is $52,000. Thank you so much Aviva! for the full proposal draft, pls contact Melissa Munro: fundraising@lllc.ca