Better Births Lincolnshire A vibrant campaign to support breastfeeding mothers in the workplace

Optima was commissioned to create a campaign identity that could sit comfortably within the NHS brand while also feeling vibrant, inclusive and approachable. With a wealth of information to communicate, our design approach focused on clarity, accessibility and tone ensuring that every element felt trustworthy, practical and encouraging.

We developed a suite of bespoke illustrations to soften dense content and bring warmth and character to the materials. These illustrations helped create an inviting atmosphere, while allowing the campaign to remain professional and informative. To ensure the campaign felt genuinely rooted in the local community, we coordinated a photography shoot with local breastfeeding mothers. This created a bank of authentic, relatable imagery avoiding generic stock photos and celebrating real stories.

One of the most meaningful outcomes of the project emerged during the shoot itself. A participant, initially anxious about her return to work, found that taking part in the campaign gave her confidence to start conversations with her employer. It was a moment that perfectly captured the campaign’s purpose: supporting and uplifting mothers as they return to work.

The final deliverables included a full suite of campaign materials, such as an employer support pack, posters, window stickers, door hangers and a social media toolkit. Together, these assets created a cohesive, practical and engaging identity, equipping the client with the tools they needed to promote breastfeeding support in workplaces across Lincolnshire.