*flora

Overview

Breastfeeding is natural, but the experience is often messy: misinformation, pressure, pain, unrealistic expectations and weak structural support lead to high early-weaning rates. In Germany, only 13 percent exclusively breastfeed for six months, despite strong initial intentions. Social stigma, industry influence, lack of guidance and inconsistent education amplify the problem.

flora responds with an accessible, evidence-based communication system. The project includes three informational booklets, a journal, a game, a website and an Instagram presence. The goal is to dismantle myths, reduce emotional pressure, strengthen self-efficacy and present breastfeeding in a realistic, stigma-free way. Its design clarity and approach earned a Newcomer Nominee recognition.

How we worked

The project is grounded in extensive qualitative and quantitative research: literature reviews, surveys, expert interviews with midwives, lactation consultants and medical staff, field visits to delivery wards, a human milk bank and postnatal courses. Participation in the World Breastfeeding Week lectures, user conversations and iterative design testing contributed to a deep understanding of emotional, practical and structural challenges. This research shaped the content, tone and design of all flora media.