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Creative Award
New York, United States
Herconomy - "Breastmilk Money" by ANDY Awards 2026

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TitleBreastmilk Money
Agency
Campaign Breastmilk Money
Advertiser Herconomy
Brand Herconomy
Date of First Broadcast/Publication 2025 / 4
Business Sector Institutional/Public Interest/Non-Profit Org.
Story Developed in partnership with the German agency Serviceplan Innovation, the project goes beyond a financial tool, aiming to spark conversation and raise awareness among both men and women, challenging some of the cultural and social norms surrounding the topic. As part of the communication effort, the initiative includes the release of the short film “Milk”, directed by award-winning filmmaker Fariba Buchheim, portraying different real-life experiences of Nigerian mothers during the breastfeeding phase. Several other initiatives and media extensions are part of the campaign, which also includes contributions from notable figures such as Ogechi Ekeanyanwu, an award-winning journalist who led the editorial strategy; Nengi Nelson, a photographer and filmmaker who documented the realities of Nigerian mothers; Yagazie Emezi, a photographer recognized by The New York Times and National Geographic; and Titilayo Medunoye, lactation consultant and founder of Milky Express, a leading breastfeeding support network in Nigeria.
Problem A special project in Nigeria is breaking regional paradigms around breastfeeding by turning the act into an opportunity for nursing mothers to earn greater financial returns. Titled “Breastmilk Money”, the initiative was designed to prove that breastfeeding is not only a fundamental process for child development but can also help families reduce costs and gain more resources. Conducted by Herconomy, a Nigerian fintech founded by women to empower other women to make their own choices for social and financial well-being, the initiative was inspired by UNICEF data indicating that every $1 invested in breastfeeding in the country generates $35 in economic returns through improved child development and health. Still, only 34% of Nigerian mothers exclusively breastfeed their newborns. The reasons behind this low rate are even more striking: while some mothers are medically unable to breastfeed, many are discouraged due to cultural issues and social pressures based on superstitions and outdated beliefs that breastmilk is inadequate or even harmful — in addition to paternal jealousy. As a result, up to 30% of family income can be spent on purchasing formulas or dietary supplements. “Breastfeeding is the most effective tool to prevent child malnutrition. It also strengthens family bonds, protects maternal health, and is environmentally friendly. Every mother deserves a pleasurable breastfeeding journey — and that’s why I work in this field,” emphasizes Dr. Lope Adejuyigbe, a certified lactation consultant and one of the experts involved in the project. How It Works Designed as the world’s first financial product to turn breastfeeding into real economic savings, Breastmilk Money functions as a sub-account within Herconomy’s digital wallets, offering interest on the money not spent on infant formula. The system automatically calculates how much each mother would save monthly by choosing breastfeeding over formula, using data such as the child’s age, average consumption, and current product prices — adjusted in real time. With the user’s authorization, these calculated amounts are automatically transferred to the sub-account every month, earning 14.3% annual interest — a rate corresponding to the increase in child development associated with breastfeeding, according to recent studies. Funds can be withdrawn after two years, the breastfeeding period recommended by the WHO (World Health Organization), allowing mother and child to grow together both physically and financially. “We believe true economic power begins with financial independence. When women have the tools to save, invest, and grow their money, they gain the freedom to make the best decisions for themselves and their families,” emphasizes Ife Durosinmi-Etti, founder of Herconomy.
Media Type Web Film
Length
Market Nigeria
AI Description The ad "Breastmilk Money" by Herconomy highlights the economic and emotional significance of breastfeeding through its poignant narrative. Set against a backdrop of intimate home scenes, it features Nigerian mothers tenderly caring for their children, underscoring the beauty and challenges of motherhood. In warm and natural lighting, the ad showcases a mother nurturing her child, managing both emotional and financial challenges. With moments of self-reflection and empowerment, it challenges societal norms and stresses the importance of choice. It promotes Herconomy’s initiative that transforms breastfeeding decisions into tangible financial savings, empowering women with economic independence. Through serene imagery and personal narratives, the ad presents breastfeeding as a powerful tool for both personal and familial growth, encouraging societal dialogue.
Digital Agency PLAN.NET GERMANY
Media Agency MEDIAPLUS GERMANY
PR / Marketing Agency
Production Company
Art Director
Art Director
Art Director
Art Director
Copywriter Babi Puttini
Copywriter
Copywriter
Creative Director
Creative Director
Director
Director of Photography
Editor Marie Izard
Executive Creative Director
Executive Creative Director
Executive Creative Director
Global Chief Creative Officer
Global Chief Creative Officer
Motion Designer
Motion Designer
Motion Designer
Motion Designer Michal Kusmierz
Photographer
Photographer Yagazie Emezi
Producer Daniela Boldt
Sound Designer
Sound Designer
Brand Strategy Director Anisha Vekaria
Executive Producer Maximilian Valentin
Executive Producer
Founder & Creative Director
Account Director Oksana Konoreva
Account Executive Alissia DeGregory
Casting Associate Victoria Okogwu
Casting Director
Chief Executive Officer Ifedayo Durosinmi- Etti
Colorist Adrian Honsberg
Country Manager Eniola George
Creative Coder
Creative Media & Award Manager Oliver Porwol
Creative Operations Manager Susan Horn
Designer Coder
Development Standardabweichung
Director Creative Media & Awards
Director Fundings and Partnerships
Driver Ogunshola Opeoluwa
Equipment Support Linus Oswald
Equipment Support Noah Nitschke
Executive Assistant to the CEO Precious Armstrong
Expert Consultant Dr. Lope Adejuyigbe
Expert Consultant Titilayo Medunoye
Finance Manager Jane Obioha
Finance Officer Durowaye Kofoworola Omobolaji
First Assistant Camera Sebastian Krenn
Founder
Gaffer Emenike Kingsley
Global Head of Creative Operations
Head of Creative Strategy Alexandra Jardine
Head of Postproduction
Journalist Ogechi Ekeanyanwu
Junior Account Manager Nina Joster
Junior Creative Operations Manager Alexandra Grimm
Line Producer Korbinian Maier
Managing Partner
Managing Partner
Managing Partner Ashim Egunjobi
Managing Partner Carine Haffejee
OOH Media Agency Curiosity Media
Post-production János Kiss
Post-production Supervisor Maximilian Porsche
PR
PR
Production Assistant Nina Koch
Production Manager Oyetunji Ibrahim Olamilekan
Score & Sounddesign
Second Assistant Camera Silverlyne Asugo
Senior Client Consultant & Director Creative Media
Senior Creative Operations Manager Martina Ahrens
Senior Digital Media Consultant & Creative Media Manager Maximilian Zorg
Senior UX Researcher Ursula Jäger
Senior VFX Artist
Senior VFX Artist
Service Producer Ade Bantu
Set-Design Bola Belo
Set-Design Assistant Gbolahan Ifeoluwa Jacob
Sound Engineer Prince Onwutuebe
UX Director