Principles Media successfully raised brand saliency by +22% points, whilst spontaneous awareness increased by 19%. Ad recognition was +17% points above the Millard Brown norms.

Within three months the campaign generated +35% more responses than the previous agency produced in 12 months.

97% of mums found the campaign normalised breastfeeding. 40% Post Campaign awareness six months after the campaign.

As a result of the campaign there was an 80% up lift in GP referrals which eclipsed the client's target of 20% uplift. Some general practitioner's referrals increased by more than 130% points.