As part of a campaign to promote awareness of the benefits of breast feeding among new mothers, Philips AVENT in China recently set a new world record for the largest online photo album of handwritten notes.
Drawing attention to the brand’s new 'AVENT Natural Series' range of breast pumps and feeding bottles, the campaign called on mothers to make a handwritten pledge that they would breastfeed for 180 days.
Philips Avent supplied mums with templates saying: “For baby’s ____, I will insist on breastfeeding for 180 days”, allowing them to fill in the blank explaining their reasons for making the commitment.
The campaign targeted both traditional and online media, including forums and parenting blogs, along with popular social networks in the region such as WeChat and Weibo – the latter generating over 230,000 discussions related to the attempt.
The month-long campaign came to a close at the beginning of September, with the finished album containing 21,632 photos, beating the previous record of 19,996 images set in the United States earlier this year.