Today in China, over 50% of mothers returning to work after maternity leave is considered a work-and-pump mom. The term 'Work-and-Pump Mom' refers to the mother who needs to pump and store their breast milk during busy hours at the workplace. Sadly, most companies do not offer a designated clean and private space for Moms to pump breast milk. These Mothers are usually forced to hide and seek privacy in awkward places such as a vacant office, a meeting room, a storage closet and even a bathroom to carry out the task of pumping her breast milk.
JOHNSON'S Baby, always looking at ways to partner and help mothers, then took actions with the launch of 'Pump It Forward'. It includes a reusable sticker that turns any vacant space into a temporary nursing room, a short movie that demonstrates how to apply and share the sticker, an interactive map for anyone to mark vacant place and a dedicated courier service to send breast milk from office to home.
Within 3 months, the love for 'Pump it Forward' spread throughout China.
- Videos were viewed & shared 11,000,000 times
- Weibo relevant tweets increased by over 2.5m
- Weibo fans increased by 700%
- Online sales of Johnson’s Baby increased 46% in just one month
- Brand likability increased by 27%
But most importantly, 32,000 Work-and-Pump stickers were delivered to moms to create temporary nursing room environments of which their employers turned some into permanent nursing rooms ... and those numbers keep growing!
Agency Partners: NIM DIGITAL, VITAMINE