Breastmilk Money.
Nigerian women's fintech Herconomy built a savings product that pays mothers for breastfeeding: Breastmilk Money estimates what a mother saves by not buying formula and moves that amount into an interest-earning account.
- Brand
- Herconomy
- Agency
- Serviceplan Germany
- Market
- Nigeria
- Region
- Global
- Year
- 2025
The challenge
Only 34% of Nigerian mothers exclusively breastfeed their newborns, according to figures cited with the campaign, and formula can take up to 30% of a family's income. Herconomy wanted to make the economic value of breastfeeding visible.
The idea
Inside the Herconomy app, a calculator uses WHO intake averages and local formula prices to show each mother a personal monthly saving. With her authorisation, that amount moves into a dedicated sub-account earning 14.3% a year, withdrawable after two years. It launched during Women's Month with Fariba Buchheim's short film Milk, medical education, live demonstrations, events and outdoor.
Case study source: Dubai Lynx (Love The Work) Source ↗
Awards
- Dubai Lynx 2026Glass: The Award for ChangeGrand Prix
- Dubai Lynx 2026DirectGrand Prix
- Dubai Lynx 2026Creative Strategy – Cultural EngagementGold
- Dubai Lynx 2026Direct – Data-Driven Direct StrategyGold
- Clio Awards 2026Clio Health / Consumer Brand Health Initiative / Digital/MobileGrand Clio
- International Creative Awards 2025Good CauseAwarded
- International Creative Awards 2025CultureRecognised
- Cresta Awards 2025Digital – Campaign websites and micro-sitesGold
- Cannes Lions 2025Direct – F09 CULTURAL ENGAGEMENTSilver
- Cannes Lions 2025Health & Wellness – B01 BRAND-LED EDUCATION & AWARENESSSilver
- Cannes Lions 2025Creative Data – B03 SINGLE-MARKET CAMPAIGNSilver
Credits
- Creative agency
- Serviceplan Germany
- Production
- We Make Them Wonder
- Production services
- Soledad O'Brien Productions
- Sound design and music
- ThatSoundSmart
- Founder, Herconomy
- Ife Durosinmi-Etti
- Creative, Serviceplan Innovation
- Tanvi Phalak
- Director, Milk
- Fariba Buchheim
- Executive Producer
- Paul Jax
- Executive Producer
- Maximilian Valentin
- Producer
- Daniela Bolt
- Producer
- Ade Bantu
- Line Producer
- Korbinian Maier
- Director of Photography
- Manuel Luebbers
- Editor
- Marie Izard
- Colorist
- Adrian Honsberg
- Sound Designer and Composer
- Martin Linka
- Editorial strategy lead
- Ogechi Ekeanyanwu
- Photographer and filmmaker
- Nengi Nelson
- Photographer
- Yagazie Emezi
- Lactation consultant
- Dr. Lope Adejuyigbe
- Lactation consultant, Milky Express
- Titilayo Medunoye
