How it works
In the Herconomy app, mothers can calculate how much they save by breastfeeding instead of buying formula. Each month, that amount is automatically transferred to the Breastmilk Money savings account, earning 14.3% interest— mirroring the proven developmental benefits of breastfeeding.
Website
The website acts as the campaign hub. It features custom fluid animations and data visualizations based on the anatomy of the breast and milk glands, with colors reflecting the actual color palette found in breast milk. The website also includes an editorial as well as resources for mothers struggling to breastfeed.
Campaign
Launched at Nigeria’s largest finance conference for women, Breastmilk Money is supported by an integrated campaign featuring OOH ads and a short film.
Short Film
As part of the campaign, acclaimed director Fariba Buchheim created Milk—a short film that powerfully captures the realities and struggles of breastfeeding mothers in Nigeria.
Editorial
An editorial by acclaimed science journalist Ogechi Ekeanyanwu provides insight into the situation around breastfeeding in Nigeria. Photographers Yagazie Emezi and Nengi Nelson documented breastfeeding mothers in a way that grounded the campaign in cultural truth and emotional authenticity.
Collaborators
Breastmilk Money is a project by women, for women. It was brought to life by an international team of female experts across business, media, art, and healthcare, all dedicated to ensuring authenticity, fostering inclusion, and delivering real impact for mothers and communities in Nigeria.
Behind the Scenes
Here’s a behind-the-scenes look into our production process.
Credits
Serviceplan Innovation
Standardabweichung
We Make Them Wonder
Eat, Sleep + Design
Fariba Buchheim
Jürgen Branz
Mediaplus Group
Cotton Design
Tulom
Nengi Nelson
Yagazie Emezi
Ogechi Ekeanyanwu
Milky Express
Curiosity Africa
Fabio Ziplies
Serviceplan MAKE