MEDELA 22 VICTORIES
Creative Director: Ally Hummel
Art Director: Katie Reuschle
Copy Writer: Sim LeCompte
Designers: Katie Huhn, Moni Parada
Producer: AJ Tomiak
In a world dominated by social media, moms feel constant pressure to be perfect. Motherhood and breastfeeding is portrayed as easy, beautiful, and natural—glamorized beyond reality.
Medela wanted to debunk that myth. In reality, the first few weeks of breastfeeding can be challenging, and many moms quit because they don’t have the support they need to continue.
We followed the journey of two new moms, in real-time, as they faced the ups, downs, and realities of breastfeeding. Along with the entire online Medela breastfeeding community, we provided them with the support, encouragement, and resources they needed to get to day 22 and beyond.