So, we did something quite unusual. We started our own casting agency specialised in a very special type of extras: Breastfeeding Extras. Just like normal extras, Breastfeeding Extras appear in the background of television shows, movies, video clips or talk shows. The only difference is that while they’re acting, they’re breastfeeding their babies.

By hijacking popular TV shows and series with Breastfeeding Extras, we aim to show breastfeeding as frequent as possible. And so, episode by episode, breastfeeding becomes more and more normal again.

On October the 2nd, we launched an online video, introducing our very special Breastfeeding Extra casting agency. We asked some important influencer moms to spread the word on their social media accounts to create awareness for our agency and to motivate new mothers to register on our microsite to become a Breastfeeding Extra themselves.

What’s more, we organized a press conference on the casting days at our Breastfeeding agency.

And so, the subject became hot topic and as a result, Breastfeeding Extras were covered in every big newspaper, television news and Belgians biggest radio stations. In just a few days, hundreds of extras applied to support our campaign. Moreover, multiple production companies noticed the press attention and agreed on booking a Breastfeeding Extra for their own shows. Meanwhile, our first Extras have already made their debut in big TV shows like Belgium’s second most watched sitcom, ‘Familie’.

It was an unusual approach but it worked. In just 2 days, 411 new mothers registered to become a Breastfeeding Extra. Then we convinced the production companies to hire them.

Besides, thanks to the huge press coverage, we reached 11,7 million people and gained over €425.000 ad value.

Thanks to all the buzz big shows like ‘Familie’, ‘De Zonen van Van As’ en ‘De Buurtpolitie’ already booked Breastfeeding Extras. The Flemish Audiovisual Fund even decided to become a supporting partner. And the reach will only keep on growing with every Breastfeeding Extra appearing on primetime television.

But what’s even better is that episode by episode and show by show, our Breastfeeding Extras are changing the way Belgians think about breastfeeding. Proving that breastfeeding is truly part of everyday life.