Regional PR Company of the Year: South America
Tulom, São Paulo
Silver
Integration
Banking & Finance
| Entrant: | SERVICEPLAN GERMANY, Munich |
| Brand: | Herconomy |
| Title: | "Breastmilk Money" |
| Corporate Name of Client: | Herconomy |
| Client Company: | Herconomy, Lagos |
| Client CEO: | Ifedayo Durosinmi-Etti |
| Clients: | Precious Armstrong/Durowaye Kofoworola Omobolaji/Jane Obioha |
| Expert Consultant - The BestFeeding Club: | Dr. Lope Adejuyigbe |
| Expert Consultant - Milky Express: | Titilayo Medunoye |
| Media Company: | MEDIAPLUS GERMANY, Munich |
| Media Company Chief Creative Officer: | Maximilian Florian Schöngen |
| Media Company Director Creative Media & Awards: | Sabrina Duchow |
| Media Company Creative Media & Award Manager: | Oliver Porwol |
| Media Company Senior Digital Media Consultant & Creative Media Manager: | Maximilian Zorg |
| Media Company Senior Client Consultant & Director Creative Media: | Lukas Pachoinig |
| OOH Media Agency Company: | Curiosity Africa, Dubai |
| Managing Partner - Curiosity Africa: | Carine Haffejee/Alexei Pashkov |
| Country Manager/Account Director - Curiosity Africa: | Eniola George/Oksana Konoreva |
| PR Company: | Tulom, São Paulo |
| PR Consultants: | Karan Novas/Felipe Turlão |
| Agency: | SERVICEPLAN GERMANY, Munich |
| Agency Global Chief Creative Officer - SERVICEPLAN GROUP: | Alex Schill |
| Agency Executive Creative Directors: | Lorenz Langgartner/Franz Röppischer |
| Agency Creative Director: | Dennis Fritz |
| Agency Copywriters: | Shruthi Subramanian/Babi Puttini/Javier Granados |
| Agency Art Directors: | Camille Nizet/Tanvi Phalak/Rohil Borole/Kai West Schlosser |
| Agency Motion Designers: | Klas Batschkus/Margarita Nikolajeva/Michal Kuśmierz |
| Agency Global Head of Creative Operations - SERVICEPLAN GROUP: | Sabine Gwinner |
| Agency Creative Operations Manager - SERVICEPLAN GROUP: | Martina Ahrens/Susan Horn/Alexandra Grimm |
| Agency Account Manager: | Nina Joster |
| Agency Director Fundings and Partnerships: | Ivana Radovanovic |
| Digital Company: | PLAN.NET GERMANY, Munich |
| Digital Technical Creative Director: | Carsten Popp |
| Digital UX Designers: | Helen Birke/Ursula Jäger |
| Founder & Creative Director - Cotton Design: | Talia Cotton |
| Designer Coder - Cotton Design: | Chris Kim |
| Creative Director - Eat, Sleep + Design: | Frank Gräfe |
| Founder - Persuasion Communications: | Jane Austin |
| Head of Creative Strategy - Persuasion Communications: | Alexandra Jardine |
| Brand Strategy Director - Persuasion Communications: | Anisha Vekaria |
| Account Executive - Persuasion Communications: | Alissia DeGregory |
| Production Company: | We Make Them Wonder, Munich |
| Director: | Fariba Buchheim |
| Production Companies Executive Producer(s): | Paul Jax/Maximilian Valentin |
| Production Company Producer: | Daniela Boldt |
| Director of Photography: | Manuel Lübbers |
| Assistant Camera: | Sebastian Krenn/Silverlyne Asugo |
| Production Company Post-Production Supervisor: | Maximilian Porsche |
| Production Companies Production Assistant(s): | Nina Koch/Noah Nitschke/Linus Oswald |
| Colorist: | Adrian Honsberg |
| Set-Design: | Bola Belo/Gbolahan Ifeoluwa Jacob |
| Line Producer: | Korbinian Maier |
| Post-Production: | János Kiss |
| Motion Designer: | Federico Leggio |
| VFX Company: | SERVICEPLAN GERMANY, Munich |
| VFX Company Managing Partner: | Alexander Nagel |
| VFX Company Head of Postproduction: | Maggy Fischer |
| VFX Companies Lead Artist(s): | Tony Nitschke/Christoph Struber |
| Edit Company Editor: | Marie Izard |
| Sound Design Producer: | Jürgen Branz |
| Sound Design Company Sound Designer: | Martin Linka |
| Sound Design Company Sound Engineer: | Prince Onwutuebe |
| Sound Design Company Composer: | Christoph Groß |
| Photographers: | Yagazie Emezi/Nengi Nelson |
| Development Company: | Standardabweichung, Munich |
| Creative Coder - Standardabweichung: | Daniel Kuhnlein |
| Journalist: | Ogechi Ekeanyanwu |
| Managing Partner - Octerra Capital: | Ashim Egunjobi |
| Casting Agents: | Olasunkanmi Adebayo/Victoria Okogwu |
Cultural Context:
Mothers who breastfeed often feel alone in their efforts, unsupported by workplaces, public systems, or financial tools. At the same time, digital banking is on the rise and women are becoming a powerful user base.
Yet there was no solution that brought health, finance, and culture together in a way that felt holistic and relevant to mothers' lived experiences.
Meanwhile, financial platforms operate in a separate space, ignoring the realities of care. The opportunity was to bring these worlds together. To connect health behavior with financial reward. To build a system that integrates science, savings, design, data, and emotional impact into one seamless experience.
It allows mothers to input their baby’s age and feeding level. The app uses WHO standards and real time formula prices to calculate how much they are saving by breastfeeding. That amount is automatically transferred into a sub account earning 14.3% interest.
The product experience merges data and emotion. Financial logic meets maternal design. The launch was not just a feature release, but a fully integrated campaign that brought the story to life across multiple touchpoints.
It started with a major announcement at Nigeria’s largest women’s finance conference. From there, it rolled out with regional out of home messaging, educational video content, mom influencer collaborations, WhatsApp group outreach, and PR placements in both financial and maternal health media.
The tone was consistent across all platforms: you are already doing something valuable, now let it grow.
By integrating health, finance, and technology into a single digital ecosystem, Breastmilk Money created a new category of service — one that honors invisible labor, celebrates maternal contribution, and proves that care work belongs at the center of innovation.