Isabelle Cuykx

Isabelle Cuykx

Junior Strategic Planner
LDV United

Breastfeeding Extras – an unusual paid, owned, earned content approach.

Kind en Gezin wanted to make breastfeeding in public accepted again in everyday life. But how do you change the public opinion of an entire nation on a topic that is actually a taboo?

In this session, we'll explain the case's integrated content approach on the use of a newly built online platform, social media and a smart PR-plan.


Isabelle Cuykx studied communication sciences at KU Leuven and graduated at the Belgian Advertising School. As a strategic planner at LDV United, she works for clients such as Kind en Gezin, Mooimakers, De Lijn, Red Bull, Devos & Lemmens, Brugge Kaas and Mitsubishi. In her spare time, she is board member at Young Dogs, organising pitches for young creatives to win their golden ticket to the Cannes Lions Festival.