Mothers Absolute Affection (MAA) was a national campaign on breastfeeding launched in August 2016 during National Breastfeeding Week, supported by the Ministry of Health and Family Welfare (MoHFW), Government of India and UNICEF.
Two TV advertisements – Vaada and Bada Bhai – on breastfeeding, produced by BBC Media Action for the government of Uttar Pradesh in 2016, with funding from the Bill and Melinda Gates Foundation (BMGF) were included as part of the MAA campaign.
Pet Puja and radio spot developed under the Shaping Demand and Practices (SDP) was also included as part of the campaign.
Implementation and reach
Along with Bada Bhai and Vaada, our TV ad, Pet Puja and radio spot developed under the Shaping Demand and Practices (SDP) was also included as part of the national campaign on breastfeeding- MAA, launched in August 2016 during National Breastfeeding Week.
The films went on air in ten languages and the radio spots in three languages, across the country. Air time funded by the Ministry of Health and Family Welfare (MoHFW), who spent INR 112 million ($1.6 million) on the airtime.