Philips | You Are What You Eat

Integrated Awareness Campaign

Some conversations are uncomfortable, but that doesn't make them any less important. For Philips, we developed a provocative awareness campaign encouraging mothers to consider the benefits of breastfeeding.

Built around the familiar expression You Are What You Eat, the campaign featured a baby bottle filled with fast food, drawing a deliberately unsettling comparison to the food choices we make for ourselves and our children.

The idea was supported by a series of executions built around another simple observation. Almost anything can be replaced, but some things are irreplaceable. Together, the visuals challenged conventional approaches to breastfeeding communications, using bold imagery and an uncompromising message to encourage conversation around a deeply personal subject.

Philips embraced the bold approach, bringing a challenging subject into focus through a campaign designed to make audiences stop and think. The provocative approach drove social engagement, encouraged meaningful conversations and strengthened awareness of the benefits of breastfeeding.