The Brand

We have been asked by WHO (World Health Organization), a specialized agency of the United Nations responsible for international public health, to adapt one of their recent posters in order to promote it for the Moroccan authorities. This latter is going to spread it to various spheres mainly rural hospitals and public universities.

The message

The poster in hands emerged in the context of world breastfeeding week, in which, WHO tends to remind women about the vital importance of breastfeeding beside providing data about the current situation of the issue. To reach its aim, which is to encourage more women to breastfeed their child, WHO deliver its recommendations and guidelines by relying on many sources such as videos posters and articles.

Tone of voice:

The tone of voice adopted in this poster is sympathetic in order to reflect the sensibility of the issue. Thereby, the spirit of sympathy will be transmitted in the Arabic version.

Objective of the message:

It intends to remind and alert ,at the same time, women about the cruciality of breastfeeding. On its annual breastfeeding week, WHO shed light on the breastfeeding situation on different regions in the world as well as focusing on a particular issue. In this poster for example, they wanted to substantiate on the significance of breastfeeding the child at least for 6 months.

Target:

The WHO Rabat bureau in Morocco, which is considered as the official representer of the organisation, through which the WHO Eastern Mediterranean Region advertises its posters, recommendations and guidelines, have asked us to localize two posters that will target Moroccan women. The first one is to be simply designed in order to be posted in all gynaecology sections of rural hospitals of the country and it aimed to target women whose age between 18 and 40. Since the numbers of illiteracy are high in rural areas,  it is of importance that the poster must targeting also doctors who will perform an essential role in the sense that they are going to bridge the gap between the poster and women who are unable to read. On the other hand, the second poster is to target females also ;however, this one will be exclusively for women who are studying at the university and that have a certain intellectual level and must be aged between 18 and 35. This poster is intended be posted in the main entrance gate of major public universities of the kingdom.

Since the numbers of breastfeeding have begun to plummet not only in urban regions, but also in rural ones, WHO have urges us to exploit the necessary tools to echo the essence of the source material which is to trigger and encourage women educated to breastfeed.

The desired goals we are hoping to generate with these pieces of transcreation are, on the one hand, to urge women in rural areas to be more enthusiastic about breastfeeding and warning them from not being seduced or trapped by the ads that advertise formula milk as an ideal alternative. On the other hand, the seconds poster aims to encourage a certain category of women who are ideologically oriented and have negative attitudes towards breastfeeding. The poster aims to encourage them to rethink about their ideals, as well as how they see beauty. men debunk some modern mythologies that have been emerging relating to breastfeeding and its effect on the aesthetic shape of their body. Besides, urging them to stick to their roots and culture rather than being swayed by the western capitalist winds.