A World of Milk

‘Breast is best’ is a saying we are very used to. Breastmilk is best for the baby in terms of reducing SIDS risk, boosting the immune system, improving growth patterns, and reducing the risk of diabetes, stomach viruses, respiratory illnesses, ear infections, meningitis and allergies.

For mothers, breastfeeding helps reduce the risk of getting breast cancer, ovarian cancer, osteoporosis, cardiovascular disease and obesity. It can also reduce the risk of postnatal depression.

In poorer communities, breastfeeding can literally be a lifesaver. And in almost all the developing countries we work in, mothers do breastfeed their babies.

So imagine my surprise when I first visited Mexico and found it has one of the lowest rates of breastfeeding in the developing world! Only 18% of babies are ever breastfed. In the UK about 70% of babies are breastfed at birth and about 25% are still breastfeeding at six months. In Sweden the figures are 98% at birth and 68% at six months.

So why is Mexico so different? Here, formula milk advertising is seen everywhere. Even in maternity hospitals, free samples of formula milk are given to new mothers, to start them off on their formula-feeding journey right from the start. A new law should prevent this happening, but it is slow to take effect.

Here at Content Consultants, we are committed to developing a full understanding of our target audience as the first step towards building the perfect solutions for their needs. As such, we conducted focus groups with women to learn more about what was preventing Mexican women from breastfeeding. The women told us that advertisements had convinced them that formula milk is better than their breastmilk. What a topsy turvy world!

The phone messages we are writing for women in Mexico address these beliefs and help to convince women that their breastmilk really is the perfect food for their baby. With targeted mobile messages sent at exactly the right stage, we inform and educate, letting all women know that they can breastfeed exclusively until the baby is six months old and go on feeding until their baby is two years old.

Not all Mexican women are reluctant to breastfeed. One very educated mother told us about taking her still breastfeeding, bright, two-year-old to the beach one day. On this particular beach women were sunbathing topless. This little two-year-old gradually turned round and around looking over the beach. Finally he said; ‘look mummy, a world of milk!’

Maybe there is hope that breastfeeding will become the norm again in Mexico and women will give their baby the best healthful start in life.

Stories about people and things that we enjoyed...

1 October 2019

Fifty shades of green: the world of sustainable investment

Investment Analyst Radostina Dencheva contributed an article on the future of socially responsible investments to the recently launched publication, 'Visions of a Sustainable Future.' (2019). This collection of thought pieces form a multidisciplinary perspective on the key challenges and transformations facing us all in ensuring a sustainable future.

Find out more about Fifty shades of green: the world of sustainable investment

4 September 2019

Libby Toms: My Month at Chadwicks

We enjoy having young people working with us to gain experience of work in the 'real' world. Some are here for a week, some for longer. Libby spent a month with us over the summer and here are her reflections.

Find out more about Libby Toms: My Month at Chadwicks

14 May 2019

Norfolk Knights - modern day champions

Chadwicks is proud to sponsor the Norfolk Knights, a fantastic mixed-gender wheelchair rugby club; sponsoring friendships, rivalry, competition, and accessible sport in Norfolk. There are unfortunately few opportunities to access adult disabled sport in our county, and the positive impact sport can have on a person with any form of disability is transformative.

Find out more about Norfolk Knights - modern day champions

27 February 2019

A World of Milk

Content Consultants, are committed to developing a full understanding of their target audience as the first step towards building the perfect solutions for their needs. As such, they conducted focus groups with women to learn more about what was preventing Mexican women from breastfeeding. The women told them that advertisements had convinced them that formula milk is better than their breastmilk. What a topsy turvy world!

Find out more about A World of Milk

5 December 2018

Ormiston Families MPower Project

During 2018 we've been supporting Ormiston Families' MPower project that supports parents who have had a child taken into care. The Mpower project has made a significant impact on the lives of vulnerable women who are largely forgotten in society. The grief and loss they suffer on top of the other challenges they face in their lives is hard to bear.

Find out more about Ormiston Families MPower Project

5 November 2018

A hut at night? Shepherd's delight!

For those fond of glamping, the answer can be delivered to your doorstep in the shape of an English Shepherd Hut, and you don’t have to tend a herd of sheep to get one. The huts combine the timeless traditional charm of a historic hut with countless modern innovations to make them both beautiful and functional.

Find out more about A hut at night? Shepherd's delight!