Takeaway: Insert movement-building language into every facet of your brand identity, from your website, to marketing emails, to social media content.
While Mamava’s purpose is to make breastfeeding easier, they do not focus exclusively on the needs of moms. The product line provides workplaces with an affordable way to comply with lactation laws and helps make public and private spaces more welcoming for parents and babies, with the aim of improving customer satisfaction and retention. By clearly communicating these benefits, the company invites a diverse group of supporters (beyond just moms!) to be part of the movement.
Mamava’s content-strategy is also inclusive. Their blog features posts such as “Designing the Ultimate Military Lactation Room” and “Build Vs. Buy: Lactation Spaces for Arenas and Stadiums,”which speak to the concerns of businesses rather than the nursing mother.
Takeaway: Think creatively about all the stakeholders who might benefit from from the cause or position your company is advancing. Then, address their needs clearly and make it easy for them to support you.
Make A Statement With Your Design
Mamava pods are intentionally conspicuous. They are bright, colorful, and clearly marked for breastfeeding in order to remind passersbys that breastfeeding is a normal part of life and should be accepted within the public sphere. Mamava could have easily made the pods discreet – a natural response to traditional ideas about nursing in public – but this would be out of sync with the intention behind the movement.
Takeaway: The design of your products and marketing collateral should reinforce the movement you support. This is especially important if your goal is to reduce the stigma around a particular product or behavior.