by Amy Spangler
October 04, 2008

Beastar? It took me a minute to decipher the hyperlink embedded in an email sent to me by a colleague in Germany—Be A Star.

As it turns out, Be A Star is a recently launched breastfeeding promotion campaign that targets young mums (that’s moms for all you North Americans) in Lancashire, England. By showcasing the beauty, confidence, and pride that comes with breastfeeding, as well as the health benefits for mums and babes, participating health agencies, Primary Care Trusts (PCTs), are hoping to improve breastfeeding rates in the United Kingdom (UK).

Recent statistics show that 76 percent of mothers in the UK initiate breastfeeding, but for mothers under 20 years of age the rate is only 52 percent. And it’s not because they don’t know the benefits. Research indicates that women under 20 know the benefits but they don’t think breastfeeding is something they can or want to do.

Several PCTs, recognizing the need for a different approach, pooled their funds and hired a media agency, The Hub, to develop a media campaign targeting women under 20. According to Steven Johnson, an agency spokesperson, the mood of the campaign is one of confidence and pride and “even something bordering on defiance.”

Radio advertisements feature a proud dad telling his friend that the cheers they hear are for his partner, who he describes as a “star” for breastfeeding their child. In another ad, a grandmother delivers a similar message, expressing pride in her daughter for breastfeeding her grandchild.

Glenis Tansey, from Central Lancashire PCT, told reporter, Heather Welford of the Guardian, “The babies’ fathers, the mums’ friends, and her own parents are far more influential with mums under 20 than anything, or anyone, else.”

The campaign started small, but has grown to include seven PCTs with support from a local radio station, Rock FM and Little Angels, a community-based breastfeeding support group.