AREA23 "What If" Showdown: Top 10 Winner

The Situation

At Area 23, “What Ifs” are part of our culture... an open invitation to push boundaries and imagine ideas that could change lives, improve health, or simply make a splash. When the agency launched the What If Throw Down, a competition inviting hundreds of these bold ideas to go head-to-head, our concept placed in the Top 10. We took on a challenge close to many new moms: the stress and uncertainty of breastfeeding. How much milk did the baby actually get? Did they eat enough? That constant guesswork often fuels anxiety and self-doubt.

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The Solution

Our answer was Liqu(ID) Gold: specialized bra inserts designed to weigh breasts before and after each nursing session. The concept: give moms a precise measurement of how much their baby ate, eliminating the uncertainty and worry.

The Concept

What started as a “What If” gained so much love internally that we took it further, pursuing a partnership with an academic research center at a prestigious university that was actively developing technology to make it possible.