Description
Uzbekistan | No Media Budget | High Impact
75% of infants in Uzbekistan are not exclusively breastfed—not due to lack of care, but because baby formula brands dominate media, stores, and even clinics. Breastmilk had no packaging, no ads, and no voice.
The Delivery Unit created The Breastfeeding Brand—a bold campaign that gave breastmilk its own packaging, complete with labeled benefits, QR links to expert videos, and hotline numbers. These boxes were placed for free in Uzbekistan’s largest supermarkets next to formula brands.
The result?
Viral social media and TV coverage—with zero ad spend
Distribution in hospitals and clinics
National conversation sparked
Parliamentary debate on breastfeeding support laws
Most importantly, parents finally had the full picture to make an informed choice
Breastmilk finally got the shelf space—and the voice—it deserves.
This professional campaign titled 'The Breastfeeding brand' was published in Uzbekistan in August, 2024. It was created for the brand: Delivery Unit Uzbekistan, by ad agency: 605 Agency. This Print medium campaign is related to the Health industry and contains 1 media asset. It was submitted 2 months ago by 605 Agency: 605 Agency of 605 Agency.
Credits
Creative Director: Otabek Sharapov
Strategy Director: Sevara Asamova
Account Director: Khulkar Sitdikova
Copywriters: Bekzod Nazirov, Sherzod Temirov
Designers: Mirmukhsin Mirakbarov, Daler Badalov
Strateg: Shamsiddin Abbasov
Motion Designer: Bobur Erkayev
Account Manager: Shakhnoza Mirasimova
