Research Insight

Wavemaker

 

Start4Life Breastfeeding Friend - Public Health England

England has among the lowest rates of breastfeeding in the world. Only 44% of mums are still breastfeeding after eight weeks and just 1% at six months. Research showed that mothers give up when they can’t get the support they need at the precise moments when breastfeeding is difficult. This insight sparked the campaign idea.

Analysis of search trends on breastfeeding advice showed a key peak in the small hours of the night. Qualitative research unpacked this further – helpline-like support services are not available then, neither do women feel that they can phone friends, sisters or their own mums for advice.. Not only are these times of high stress, they are physically also times where mums literally have both hands full – so even reaching for a mobile device to google for advice is problematic.

Wavemaker and Public Health England created the ‘Start4Life Breastfeeding Friend’ - the UK’s first bespoke breastfeeding voice assistant to run on connected home and mobile devices. A beta-testing partnership was created with Mumsnet, the UK’s largest mum website. Feedback from mothers was very positive and there were 136 pieces of coverage across TV, radio, print and online.

Silver
Wavemaker - FBi
Wavemaker found a new way to distill huge amounts of Facebook activity to deliver independent insights about one of the world's largest media platforms. Data was pulled from two years’ of activity across 40 categories, 74 clients, 5,800 campaigns and a total 13.7bn impressions.

Bronze
Immediate Media, Dennis Publishing, Bauer Media and Haymaket Media Group - Fuel the Funnel
With Fuel the Funnel, four motoring magazine publishers collaborated together for the first time on a piece of research aimed at demonstrating how influential motoring magazine advertising can be on car purchasing behaviour and ultimate choice of car bought. The research was collectively presented by all four publishers to media agencies and the report has been widely circulated to car manufacturers and media buyers.

Finalists
Mindshare UK: Mindshare: Speak Easy
Mindshare UK: Nothing Beats a Londoner
Total Media: Lenovo Legion - Listening at Scale - Lenovo
Wavemaker: Tappbot

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