Medela: #22 Victories

Breastfeeding is often shown as effortless and natural, but the reality is tough—one in four moms stop before day 21. We created #22Victories to help moms push through. Following two new moms, Carolina and MJ, in real-time, we documented their raw, honest journey. With support from the Medela community, we gave them the encouragement and resources to reach day 22 and beyond.

• OUR ROLE

As Carolina and MJ shared their experiences, we used Medela's existing resources—such as lactation consultants, clinical guidance, pumps, and accessories—to help the two moms throughout their journey to successfully make it to day 22.

We created branded campaign tips in real-time that directly addressed their challenges.

We shared these tips on our channels as a resource and opportunity for conversation for other moms who may be going through the same thing.

• A MOVEMENT

Over a thousand moms joined the movement, sharing their own raw and personal breastfeeding journey using #22Victories. What started with Carolina and MJ became a rallying cry, a movement, proving that every journey is different—and every victory counts.