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.
- العلامة التجارية
- Herconomy
- الوكالة
- Serviceplan Germany
- السوق
- نيجيريا
- المنطقة
- عالمي
- السنة
- 2025
التحدي
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.
الفكرة
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.
مصدر دراسة الحالة: Dubai Lynx (Love The Work) المصدر ↖
الجوائز
- Dubai Lynx 2026Glass: The Award for Changeالجائزة الكبرى
- Dubai Lynx 2026Directالجائزة الكبرى
- Dubai Lynx 2026Creative Strategy – Cultural Engagementذهبية
- Dubai Lynx 2026Direct – Data-Driven Direct Strategyذهبية
- Clio Awards 2026Clio Health / Consumer Brand Health Initiative / Digital/MobileGrand Clio
- International Creative Awards 2025Good Causeفائز
- International Creative Awards 2025CultureRecognised
- Cresta Awards 2025Digital – Campaign websites and micro-sitesذهبية
- Cannes Lions 2025Direct – F09 CULTURAL ENGAGEMENTفضية
- Cannes Lions 2025Health & Wellness – B01 BRAND-LED EDUCATION & AWARENESSفضية
- Cannes Lions 2025Creative Data – B03 SINGLE-MARKET CAMPAIGNفضية
فريق العمل
- الوكالة الإبداعية
- Serviceplan Germany
- الإنتاج
- We Make Them Wonder
- Production services
- Soledad O'Brien Productions
- Sound design and music
- ThatSoundSmart
- Founder, Herconomy
- Ife Durosinmi-Etti
- مبدع، Serviceplan Innovation
- Tanvi Phalak
- المخرج، Milk
- Fariba Buchheim
- المنتج المنفذ
- Paul Jax
- المنتج المنفذ
- Maximilian Valentin
- المنتج
- Daniela Bolt
- المنتج
- Ade Bantu
- Line Producer
- Korbinian Maier
- مدير التصوير
- Manuel Luebbers
- المونتاج
- Marie Izard
- Colorist
- Adrian Honsberg
- Sound Designer and Composer
- Martin Linka
- Editorial strategy lead
- Ogechi Ekeanyanwu
- Photographer and filmmaker
- Nengi Nelson
- المصوّر
- Yagazie Emezi
- Lactation consultant
- Dr. Lope Adejuyigbe
- Lactation consultant, Milky Express
- Titilayo Medunoye
