Bronx Healthy Start Partnership (BxHSP) and the Albert Einstein College of Medicine worked with F.Y. Eye to address stigmas and misinformation around breastfeeding in the Bronx through a highly visible, targeted campaign focused on reaching new parents and their families.

With the slogan “Breastfeeding for our Future,” the campaign leaned into the idea  of community support and normalizing breastfeeding amongst their loved ones and the general public. 

In our mission to create an authentic and relatable campaign for the Bronx, we faced the challenge of finding representative photos. Utilizing a diverse range of imagery from the U.S. Breastfeeding Committee, our campaign became a more realistic portrayal, celebrating all backgrounds, multiple generations, and varied family structures, ensuring that every new mother in the Bronx could see herself represented and supported. Bilingual campaign creatives, accompanied by bright graphics and visuals connected to iconic areas of the Bronx, directed expecting mothers and new parents to a variety of services and resources that can assist them in continuing their breastfeeding journey after being discharged from the hospital.