Mother London

Core disciplines: Advertising/Creative, Integrated marketing




In 2017, 63% of UK mothers feel embarrassed to feed their babies in public, and the UK has the lowest breastfeeding rate of any country in the world. Action needed to be taken. So on Mother’s Day, London woke up to a giant anatomically accurate breast inflated atop a rooftop. The provocative installation came with a serious message: posters everywhere that read #FreeTheFeed; giving encouragement to new mothers to feed their children, however and wherever they choose to, without ever feeling guilt or shame.

With no investment in paid media, the campaign spread globally, being seen over 650 million times. And most importantly, it became a movement, as mothers from all over the world started sharing pictures of themselves breastfeeding with pride, using our campaign hashtag, #FreeTheFeed.


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