In Myanmar, where malnutrition affects 1 in 3 children, optimal breastfeeding has the greatest potential impact on child survival. The integrated campaign from Save the Children, UNICEF and Alive & Thrive united Myanmar’s government, leading supermarket, bank and mHealth App, 25 hospitals, 6 KOLs and 52 influencers to reinstate exclusive breastfeeding as the No.1 choice for mums.