This is part 1 of a 5 part series my copywriter, Craig Ross, and I created. The campaign is aimed at promoting breast-feeding in the U.K. as the healthy alternative to bottled milk. To counter act a paradigm shift that is currently taking place in U.K. society, where the public have thought of breast-feeding as old fashioned and somewhat obsolete, our campaign aims at renewing trust in the healthiest and most natural way to feed an infant. Various health benefits for both mother and child are attached to breast-feeding, many of them unknown to the public. Our concept plays on the consumeristic nature of the target market (young couples & single parents usually from a relatively low LSM) who place great value in consumer goods such as branded clothing. We have taken brands, popular amongst the targeted consumer, and tweaked them subtly to drive home the message of getting the real thing. The targeted consumer would generally not compromise when it came to their beloved brands, so we tried to draw a parallel here, with attending to their child's feeding needs. The payoff line reads: "Your baby deserves the real thing." This campaign was sent to London for the D&AD awards 2008, happening in April.