Challenge
Mothers’ Milk Bank of California needed to raise awareness about the critical need for donated breast milk to support families in need, particularly during a time of increased demand. The challenge was to reach both potential donors and broader community stakeholders while positioning the organization as a trusted resource for infant nutrition.
Strategy & Tactics
Landis developed a targeted media outreach campaign centered on Human Milk Donation Month, highlighting the lifesaving impact of donor milk. The team crafted messaging that emphasized community impact, created press materials for local and regional media, and leveraged relationships with broadcast outlets to maximize visibility. This included securing a feature segment with NBC TV Bay Area to reach a broad regional audience.
Results
The campaign successfully raised awareness among potential donors and the broader community, driving engagement and inquiries about milk donation. Coverage on NBC Bay Area highlighted the importance of the campaign and positioned Mothers’ Milk Bank as a vital community resource, demonstrating the effectiveness of strategic communications in supporting public health initiatives.