Breastmilk Money is the first bank account to offer interest on breastfeeding. Created by Herconomy, Nigeria’s first digital bank for women. The campaign combines tech, local data, and design to empower mothers to save the money formula would cost, earning 14.3% interest.

Breastfeeding has proven health and economic benefits, yet Nigeria’s exclusive breastfeeding rate is among the lowest in Africa, 29% below the global average. While some mothers are medically unable to breastfeed, most are held back by social pressure and lack of workplace support. Aggressive formula marketing deepens the issue, with families spending up to 34% of their household income on formula, money mothers could be saving.

Herconomy saw an opportunity to turn this invisible labor into visible financial growth. Together with a female-led team of creatives, health experts, filmmakers, and journalists, they created Breastmilk Money.

In the Herconomy app, mothers can calculate how much they would save by breastfeeding instead of buying formula, using real data on baby age, feeding needs, and formula costs. This amount is automatically deposited monthly into a dedicated savings account earning 14.3% interest, a rate symbolically tied to Oxford University research on holistic child development from breastfeeding.

The campaign launched during Women’s Month at Nigeria’s largest women’s finance conference. It was promoted through OOH, social media, momfluencers, and a short film, Milk, directed by Fariba Buchheim, portraying the emotional and financial realities of Nigerian mothers.

A dedicated website hosts a calculator, resources for mothers, editorial content, and a design system inspired by the anatomy of milk ducts and breastmilk’s natural color palette.

Herconomy, Client
Serviceplan Germany, Creative Agency
We Make Them Wonder, Production
Fariba Buchheim, Director