The objective is to build a breast feeding society in China, and increase the social awareness of breastfeeding among Chinese moms and moms to be. But many moms are mislead by the propaganda of formula milk powder manufactures. In order to convince them, the emotional engagement and the actual supports are both essential. With the influence of UNICEF, brought together the government, the business owners and other key stake holders, this campaign created more than enough social awareness and public attention.

A online animated viral film was launched as the start to gather public awareness, and then with the official launch ceremony and celebrity endorsement, this campaign is reported by media, including national TV across China. With the official LBS APP, moms can locate the nearby breast feeding rooms to implement the objective, creating a breast feeding friendly society.

Breast feeding moms are actually benefited at work and everyday life. 437 breast feeding rooms were donated across 62 cities.