Category: Social Good
Case Study: #IPumpedHere
Problem
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60% of working moms agree – pumping breastmilk at work sucks.
There’s a serious lack of clean, comfortable pumping areas for breastfeeding working moms. In fact, 60% of women don’t have basic workplace accommodation or adequate break time. Because of this, over one third of new moms stop breastfeeding within the first three months because it’s just too difficult.
Human Insight
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Nearly every mom has a pumping horror story.
It’s a common social topic among working, pumping mothers — tales of pumping in cramped, jumbled supply closets, filthy bathroom stalls and the front seat of your car when your boss walks up to the window. But although it was a popular conversation topic, no one had created larger awareness of the issue and the rights around it.
Solution
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Invite moms to tell us: You pumped where?
We teamed with nonprofit advocacy group MomsRising to launch #IPumpedHere, a multifaceted campaign to drive attention to the serious lack of clean, comfortable and legal places for breastfeeding mothers to pump when they returned to work. Through social media channels and advocacy resources at www.IPumpedHere.org, the campaign empowered breastfeeding moms and those who love them to share their pumping experiences as a creative tool to urge employers and lawmakers to expand protection for breastfeeding moms at work. We also armed pumping moms with room standards and pumpers rights to share with bosses and HR departments.
In three months, #IPUMPEDHERE created over 20 million impressions online and gathered 13,000 signatures on a petition we took to Capitol Hill. We gave out 5,000 reusable stickers and merited mentions by Scary Mommy, HuffPost, the ACLU and more. We also helped achieve our most important goal: getting pumping moms out of the bathroom stalls and into the pumping rooms they deserve.
