Young women don’t drink enough milk, even though they know the risk of getting osteoporosis at a later age. How can we reach these young women? We decided to address them at a moment they are sensitive for messages about their health: this moment is right after giving birth, because then they are highly aware of their own body and health.

A print ad guided people to the website where they could order their own game box. These boxes could then be collected in a chain of book stores all over Belgium.

The aim of the campaign is to bring Milk to the forefront of young women's minds, a target audience that is normally very hard to reach, but not right after they have given birth. Although the campaign’s objective is to slowly build the Mamamoves community long term, after launching the Mamamoves program the average number of visitors per day increased by more than 910% in the first 3 weeks. The average went from 58.26 visits/day to 530.64 visits/day.