Milo takes mums back to school

Nestlé’s initiative to let mothers know a school day without breakfast
Nestlé has come out with an interesting and insightful campaign called `Back To School Mums,’ with the help of Ogillvy and Mather, Malaysia.

This is in line with the brand’s campaign to highlight the importance of breakfast in giving children the energy they need to take on a school day.

The larger intent is to foster greater understanding amongst parents about what goes on in their children’s day, strengthening the bond between parent and child.
As per a Nestlé backed study, 1 in 4 children in Malaysia skip breakfast. This deprives them of the energy they need to perform in school, which are today, more tiring, with longer hours and tougher studies.

Not being able to concentrate in class makes these kids fail exams, resulting in dropouts.

Milo sent the mums to the same school as their children and put through the exact schedule that they have packed their child with. From the early morning rush for the school bus, to every lesson in school and every activity thereafter, mums did the same.

“Mothers realised how unbelievably long and tiring their children’s day was. They understood the need to give their children breakfast so that they have the energy for school.
In fact, a study by the company has found that it takes a child more than 1500 kcal to get through a school day, which is equal to the number of calories needed to run a half marathon or swim 50 laps in a pool.

Talking about this initiative, Philomena Tan, Business Executive Officer, Milo Business Unit, Nestle Malaysia, said, “Many children in Malaysia skip breakfast. This habit concerns us. That is why, in the past years, MILO has been making parents aware of the importance of breakfast.”

‘Back to School Mums,’ is the latest effort by the energy beverage Milo where mums walk the talk to understand that a child’s day is bigger than is usually perceived.
“Mothers realized how unbelievably long and tiring their children’s day was. They understood the need to give their children breakfast so that they have the energy for school,” Philomena said.

“Hopefully, more parents will come to realize that an energy-fueled breakfast will help plug the energy gap faced by children at school.”
Nizwani Shahar, Managing Partner, Ogilvy & Mather Kuala Lumpur, said, “Ogilvy and MILO Malaysia have had a long-term partnership where we work closely to communicate with the intention to inculcate behavioural change.”

“Back to School Mums campaign is a two-way communication where we interact with our key audience and present our point of view. It is our belief that we need to move from ads to acts to be relevant.”

Gavin Simpson, Chief Creative Officer at Ogilvy Malaysia, said, “Through this activity, these mums felt what their children felt; the challenges they faced, the hunger they felt for skipping breakfast, the frustration of not being able to perform, and the mad rush from one activity to the next.”

The entire experience was filmed and edited into a series of 4 web films and will be up on MILO Malaysia YouTube channel and

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