24% of Romanian parents feed their babies improperly, using animal milk, this practice leading to serious health problems for kids later on. The animal milk doesn’t contain the necessary nutritional intake for a human newborn and the substitution of breast milk with it might put the baby at risk for kidney problems, heart disease or poor development of bones.

Even if mothers are very well-intentioned when it comes to their babies, they choose animal milk instead of breastfeeding or formula because of their lack of scientific education or emotional reasoning - they think animal milk is healthy because it is natural, they were also fed with animal milk or the women in their lives, such as mothers or mothers-in-law, recommended this to them. Therefore, being a decision taken on emotional grounds is what makes it difficult to change mothers’ minds and even make them consider they might be wrong.

Mothers don’t like to be told they do not know how to do things right for their babies, so it was clear that taking the expert role was not the answer. So, what we did was to communicate a rational and educational message, based on scientific facts, on the language mothers use with their little ones. Therefore, we compared the kids with cute little animals, as moms do when they call their babies. Additionally, we highlighted the fact that even though babies might resemble little bunnies or monkeys, their nutritional needs are extremely different and only breastmilk is able to fulfill them. In other words: Each baby with their own milk!