Breastfeeding gives all children the healthiest start in life. Breastmilk acts as a baby’s first vaccine, stimulates brain development, and protects a woman’s health. When mothers breastfeed, everyone benefits. Breastfeeding leads to lower health care costs, healthier families, and a smarter workforce.

Yet, only 40 per cent of children under six months of age are fed only breastmilk. UNICEF and WHO are leading a Global Breastfeeding Collective to increase political commitment for breastfeeding—one of the smartest investments a country can make. The initiative aims to increase early initiation, exclusive breastfeeding for the first six months of life and continued breastfeeding for up to two years or beyond. 

Led by UNICEF and WHO, the Global Breastfeeding Collective is a partnership of more than 20 prominent international agencies calling on donors, policy makers and civil society to increase investment in breastfeeding worldwide.

TLDR: Breastfeeding isn't always given the attention it deserves in the international community. The Global Breastfeeding Collective was created to change that.

The collective is composed of more than 20 organizations, coming together with one mission: increase investment in breastfeeding worldwide. The logo was designed to represent the many organizations coming together to create a unified collective standing behind this mission.

 
Untitled-1.gif
Collective_Wordmark_Horizontal_Color copy 4@2x.png
 
Single-Letter.gif

Custom type was created to reflect the Collective. The different pieces making up each letter represent the Collective's individual parts coming together into a cohesive unit, and the subtly-rounded edges representing the nurturing nature of motherhood.

Letters.gif
Artboard 1 copy.png
 

A system of icons was then created to correspond to the type—and to illustrate in a simple way some of the many complex issues the Collective works on.

 
All.gif
 
 

Mission: The Collective calls upon implementers and donors from governments, philanthropies, international organizations, civil society to:

 

Finally, a comprehensive brand guideline was created to articulate the mission and brand of the Global Breastfeeding Collective.

 
Landscape Brochure Mockup 3.jpg
 
UNI115926.jpg

Clients:
UNICEF
World Health Organization (WHO)

Creative Direction: 
John Washburn

Agency: 
McCann Global Health

Countries: 
Global

Role:
Logo Design
Brand Identity
Brand Guidelines
Social
Iconography

Issues:
Gender Equality
Women and Children's Health

 

Here's a related project or three...

GUARDIANS OF HEALTH

GUARDIANS OF HEALTH

MOTHERS @ WORK

MOTHERS @ WORK

LOGOS

LOGOS

...or if you prefer, view all work.