Amigos de la lactancia: Breastfeeding Mannequins

Credits & Description:

In Colombia, breastfeeding in public is still very taboo. Hundreds of moms breastfeeding in shopping malls had been verbally attacked and driven to hide in restrooms to feed their children. Abbott, a global healthcare company that creates products for moms and their babies' nutrition, wanted to change anti-breastfeeding policies in Colombia's shopping malls and inspire them to become safer and more welcoming spaces for moms. In support of Abbott's mission, we created a new type of statement-making mannequin for shopping malls: a breastfeeding mannequin. In partnership with renowned local and international women’s fashion brands in shopping malls across Colombia, we replaced one of each store’s mannequins with a breastfeeding mannequin, and placed next to it a sign demanding that shopping malls change their policies on breastfeeding.
Advertiser supervisor: Maria Helena Jimeno
Title/Título: Breastfeeding Mannequin
Media: Ambient
Category: Other
Client: Abbott
Advertiser / Brand: Amigos De La Lactancia (Amigos de La Lactancia & Coalición de Marcas) / Parque Colina
Advertiser: Amigos de la lactancia
Agency: JWT, Colombia
Production: Akira
Country: Colombia
Director: Juan Rueda
Executive Creative Director: Claudia Murillo
Creative Director: Diego Contreras
Creative Director: Nicolas Acosta
Creative: Rodolfo Borrell
Senior Copywriter: camilo mateus
DoP: Max Morales
DoP: Andres Ladino
DoP: Giuliana Rojas
Agency Producer: Diego Bermudez
Agency Producer: Cesar Tinjaca
Digital Creative Director: Carlos Carbonel
Chief Marketing Officer: Laura Nariño
Agency Production Director: Maria Medina
Outcome:
- 30 of the most important local and international fashion brands with more than 100 stores in shopping malls across the country. - This action caught the attention of visitors, communities, influencers, celebrities, on-line and off line media channels, who pushed the conversation getting thousands of dollars in earned media and social interactions.- More than 1,000,000 organic impressions in the first 24 hours of the activation.- Within just two weeks, the movement got 10 of the main shopping malls in Colombia to declare themselves ¨100% friendly with breastfeeding and that would not tolerate any type of harassment towards mothers¨, Also more than thirty malls in the five regions of the country started to manifest their intention to change their politics.- The breastfeeding mannequins is still conquering malls and other public spaces.
Strategy:
Considering that dozens of harass cases to mothers breastfeeding in public happened in shopping malls, a place they visit on their regular bases. We needed to create a stunt to attract the attention of the public, the media and malls, to ignite the conversation about this issue and push shopping malls to change their policies.Thus, we setting a partnership with renowned fashion brands and choose the most visible places in their stores: their window displays, to showcase in front of everybody’s eyes a mannequin feeding a baby with a direct message, a call to action for the Shopping mall to change.
Brief with projected outcomes:
In Colombia breastfeeding in public is still a big issue looked at as something taboo or not decent, just in the last year hundreds of moms have been harassed and verbally attacked in shopping malls of the country for breastfeeding their babies, forcing them to feed them in the least healthy of places the bathrooms.This policy is practice by all the large malls in the country where breastfeeding its only allowed in the restrooms.
Synopsis:
Even though in many countries breastfeeding in public is normal, in Colombia it’s still an issue, and in the last year hundreds of moms have been harassed and verbally attacked in shopping malls of the country for breastfeeding their babies, forcing them to hide in the least healthy place to feed a baby: the bathrooms.ABBOTT, the global healthcare company that creates products for moms and their babies’ nutrition, decided to help moms feel safer, but more importantly, felt the need to help change the policies of shopping malls.
Execution:
The movement started with a partnership with more than 30 renowned fashion brands that owned stores in shopping malls across the country like: DESIGUAL, NAF-NAF, Mango, O-BAG, CATERPILLAR, MEERER, VICTORIA SECRET, CRATE&BARREL, STUDIO F, BASEMENT, ARTURO CALLE, DEREK, ELA, FALABELLA, and MICHAEL KORS, replacing one of their mannequins from their window displays for the breastfeeding mannequin which had a sign next to it asking the shopping mall to declare itself a space where mothers could breastfeed freely.This action ignited a conversation from social and traditional media, influencers, celebrities and powerful communities. People could also nominate a shopping malls that they wanted to change through social media or are web site. Over a hundred stores adopted the breastfeeding mannequin in 10 Shopping Malls across the country.