--- title: "Breastmilk Money" description: "Overview & Campaign Platform for Breastmilk Money" image: "https://stddev.fra1.digitaloceanspaces.com/public/media/design/breastmilk-money/breastmilk-money-sheet-1.jpg" canonical: "https://stddev-01.web.app/work/projects/breastmilk-money" date_published: "2026-07-31T10:13:48+00:00" date_modified: "2026-10-01T10:01:00+00:00" tokens: 2649 content-signal: "ai-train=yes, search=yes, ai-input=yes" --- > Documentation Index > Fetch the complete documentation index at: https://stddev-01.web.app/llms.txt > Use this file to discover all available pages before exploring further. **Sector:** Projects # Breastmilk Money ### Campaign Platform & Technical Architecture > Overview & Campaign Platform for Breastmilk Money **Breastmilk Money is an innovative initiative that introduces the world's first bank account offering interest on breastfeeding.** Created in partnership with Herconomy, Nigeria’s leading digital bank for women, and Serviceplan Innovation, the campaign turns an invisible, unpaid maternal act into a visible financial asset. By automatically investing the money mothers save from not purchasing infant formula into a high-yield savings account, Breastmilk Money transforms maternal care into tangible, long-term capital. **Despite its well-documented health benefits, the exclusive breastfeeding rate in Nigeria is only 34%—well below the global average.** While some women are physically unable to breastfeed, many are held back by cultural stigma, social pressure, and aggressive formula marketing. As a result, families often spend up to 30% of their household income on formula. To combat this misinformation and foster financial independence, Herconomy needed an ecosystem that visually honored the deeply human, emotional nature of breastfeeding while delivering the structured, practical utility of a banking product. ### The Technical Challenge Translating the organic essence of breastmilk into digital data visualizations presented a unique architectural challenge. The design team envisioned radial data charts that behaved like liquid milk—merging, separating, and flowing across devices. However, standard web animations and video files could not provide the required interactive performance. STD.DEV needed to engineer a highly complex programmatic pipeline that allowed art directors to design static charts in Adobe Illustrator, which the web platform could instantly parse and render as living, real-time fluid dynamics on the graphics processing unit (GPU). ### The Solution STD.DEV built a custom data-translation engine based on Signed Distance Fields (SDFs) and GPU simulations. Daniel Kuhnlein developed a proprietary SVG-tagging exchange format that allowed the design team to export standard vector shapes directly into the Progressive Web App (PWA). A custom parser read these SVGs in real-time, converting them into mathematical SDF representations. By applying smoothmin algorithms, the code seamlessly morphed up to six distinct colors (reflecting real-life breastmilk palettes) between charts, creating an incredibly smooth, fluid visual experience. ### Impact The flawless integration of emotive design and high-end financial architecture yielded massive real-world results. Within its first three months, Breastmilk Money drove a 9% increase in breastfeeding within the target area and generated over 150 million media impressions. The platform resulted in a 5x growth in Herconomy sign-ups and is projected to help mothers generate ₦35 million in savings, successfully redefining the economic value of maternal care. **Bridging emotional storytelling with financial utility required a robust, full-stack approach.** STD.DEV delivered the technical backbone of the initiative across three core components: ### 1. Campaign Website (PWA) Architecting the central campaign hub as a highly performant Progressive Web App. Alongside hosting editorial resources and photography, STD.DEV integrated "Exposure" (a variable font by 205TF) into the architecture. Inspired by the fluid logic of the SDF charts, custom scripts were written to smoothly animate the font's variable weight axes, ensuring the section headlines behaved like liquid and perfectly matched the campaign's visual identity. ### 2. Procedural Data Visualizations Engineering the real-time GPU particle simulation that translated UNICEF and WHO statistics into radial fluid grids. By building a bespoke parser, STD.DEV converted tagged Illustrator SVGs into Signed Distance Fields on the fly. This allowed multiple liquid data points to smoothly morph, separate, and combine in real-time across six different natural breastmilk color palettes using smoothmin mathematical blending. ### 3. Herconomy App Savings Calculator Developing the intuitive financial logic embedded directly into the Herconomy banking application. The calculator processed variables including the baby's age, intake levels based on WHO curves, and preferred formula pricing brackets (Premium, Regular, Affordable) sourced from the National Bureau of Statistics. The logic automatically mapped the diverted funds to a high-yield sub-account, projecting growth at a 14.3% interest rate over a two-year cycle. **Breastmilk Money proves that creative engineering can turn complex socio-economic challenges into engaging, empowering tools.** By unifying custom graphic-to-GPU pipelines with functional banking calculations, STD.DEV provided the digital infrastructure necessary to transform an invisible act of care into a highly visible, financially rewarding reality. ### Credits **Client****Herconomy Advertising Agency & Creative Direction****Serviceplan Group / Serviceplan Innovation Web Platform, SDF Simulation & Calculator Engineering****STD.DEV (Daniel Kuhnlein) Participating Experts & Artists** Ogechi Ekeanyanwu (Journalist), Yagazie Emezi (Photographer), Nengi Nelson (Photographer/Filmmaker), Dr. Lope Adejuyigbe & Titilayo Medunoye (Lactation Consultants), Fariba Buchheim (Director) **Ready to captivate your audience with unforgettable digital experiences?** Let’s transform your vision into extraordinary moments that inspire and engage. [Contact Form](/node/331.md)   [Schedule a Video Call](https://calendar.app.google/CC6ekPMGq7ntCEAY7)   ### Frequently Asked Questions #### Q: What technology was used to create the fluid data visualizations for Breastmilk Money? The fluid data visualizations for Breastmilk Money were engineered using a custom data-translation engine based on Signed Distance Fields (SDFs) and GPU simulations, with a proprietary SVG-tagging exchange format developed by Daniel Kuhnlein. #### Q: How does Breastmilk Money aim to increase breastfeeding rates in Nigeria? Breastmilk Money aims to increase breastfeeding by automatically investing the money mothers save from not purchasing infant formula into a high-yield savings account, thereby transforming maternal care into tangible capital and combating misinformation and stigma. #### Q: Why was a custom data-translation engine necessary for the Breastmilk Money campaign website? A custom data-translation engine was necessary because standard web animations and video files could not provide the required interactive performance for radial data charts that needed to behave like liquid milk. #### Q: What was the impact of the Breastmilk Money initiative on Herconomy sign-ups? The Breastmilk Money platform resulted in a 5x growth in Herconomy sign-ups within its first three months. #### Q: How does the Savings Calculator in the Herconomy app determine the projected savings for mothers? The Savings Calculator in the Herconomy app processes variables such as the baby's age, intake levels based on WHO curves, and preferred formula pricing brackets to automatically map diverted funds to a high-yield sub-account, projecting growth at a 14.3% interest rate over a two-year cycle. #### Q: What is the primary goal of the Breastmilk Money initiative? The primary goal of Breastmilk Money is to turn the invisible, unpaid maternal act of breastfeeding into a visible financial asset by offering interest on breastfeeding through a unique bank account. #### Q: What challenges did STD.DEV face in translating the concept of breastmilk into digital visualizations? STD.DEV faced the technical challenge of translating the organic essence of breastmilk into digital data visualizations, specifically designing radial charts that behaved like liquid milk with interactive performance beyond standard web animations and video files. #### Q: What is the projected financial benefit for mothers participating in the Breastmilk Money initiative? The Breastmilk Money initiative is projected to help mothers generate ₦35 million in savings. #### Q: How did the campaign address the low exclusive breastfeeding rate in Nigeria? The campaign addressed the low exclusive breastfeeding rate by combating misinformation and social pressures that hold women back, while also creating a financial incentive through the Breastmilk Money bank account. #### Q: What specific mathematical blending technique was used to achieve smooth color transitions in the visualizations? The code utilized smoothmin algorithms to seamlessly morph up to six distinct colors between charts, creating a smooth, fluid visual experience. #### Q: What role did Serviceplan Innovation play in the Breastmilk Money initiative? Serviceplan Innovation, in partnership with Herconomy, was instrumental in creating the Breastmilk Money campaign, which turns an invisible, unpaid maternal act into a visible financial asset. #### Q: How were the visual elements of the campaign website designed to match the fluid data visualizations? Custom scripts were written to smoothly animate the variable weight axes of the 'Exposure' font, making the section headlines behave like liquid and perfectly match the campaign's visual identity, inspired by the fluid logic of the SDF charts. #### Q: What percentage of household income can families spend on formula in Nigeria? Families in Nigeria often spend up to 30% of their household income on infant formula. #### Q: What is the current exclusive breastfeeding rate in Nigeria? The exclusive breastfeeding rate in Nigeria is currently only 34%. #### Q: What was the media impact of the Breastmilk Money campaign in its first three months? Within its first three months, the Breastmilk Money campaign generated over 150 million media impressions. ```json { "@context": "https://schema.org", "@type": "WebPage", "headline": "Breastmilk Money", "description": "Overview & Campaign Platform for Breastmilk Money", "url": "https://stddev-01.web.app/work/projects/breastmilk-money", "inLanguage": "en", "datePublished": "2026-07-31T10:13:48+00:00", "dateModified": "2026-10-01T10:01:00+00:00", "image": "https://stddev.fra1.digitaloceanspaces.com/public/media/design/breastmilk-money/breastmilk-money-sheet-1.jpg" } ```