Breastmilk Money
Herconomy, 2025
The first bank account that offers interest on breastfeeding.
Despite its well-documented health benefits for both mother and child, breastfeeding rates in Nigeria remain well below the global average. While some women are physically unable to breastfeed, many more are held back by social pressure. Causing Nigerian mothers to spend over 30% of their household income on formula.
Herconomy, Nigeria’s leading digital bank for women, together with an international team of female creatives, medical experts, filmmakers and writers, found a way to turn care into capital: Breastmilk Money – The first bank account that offers interest on breastfeeding.
Role:
Art direction, design concept, strategy, project management, outreach, experience design, identity design, digital design, UX/UI, audio production
See more:
Herconomy App, Website, Behance, Awards
How it works
In the Herconomy app, mothers can calculate exactly how much they would save by breastfeeding instead of buying formula. Each month, this amount is then automatically deposited from their main account to the Breastmilk Money savings account. There, it earns interest at 14.3% – a rate that mirrors the documented improvement in child development through breastfeeding. Your child grows, your money grows!
Website
The website acts as the campaign hub. It features custom fluid animations and data visualizations based on the anatomy of the breast and milk glands, with colors reflecting the actual color palette found in breast milk. The website also includes an editorial as well as resources for mothers struggling to breastfeed.
Campaign
Launched at Nigeria’s largest finance conference for women, Breastmilk Money is supported by an integrated campaign featuring OOH ads and a short film.
Film
As part of the campaign, acclaimed director Fariba Buchheim created Milk—a short film that powerfully captures the realities and struggles of breastfeeding mothers in Nigeria.
Editorial
An editorial by acclaimed science journalist Ogechi Ekeanyanwu provides insight into the situation around breastfeeding in Nigeria. Photographers Yagazie Emezi and Nengi Nelson documented breastfeeding mothers in a way that grounded the campaign in cultural truth and emotional authenticity.
Collaborators
Breastmilk Money is a project by women, for women. It was brought to life by an international team of female experts across business, media, art, and healthcare, all dedicated to ensuring authenticity, fostering inclusion, and delivering real impact for mothers and communities in Nigeria.
BTS
Here’s a behind-the-scenes look into our production process.
Credits:
Serviceplan Innovation, Standardabweichung, We Make Them Wonder, Fariba Buchheim, Cotton Design, Eat, Sleep + Design, Ogechi Ekeanyanwu, Yagazie Emezi, Nengi Nelson, Milky Express, Curiosity Africa, Fabio Ziplies, Jürgen Branz, Tulom, Serviceplan MAKE, Mediaplus Group
