We created the new type of mannequin to create a statement in shopping malls: a breastfeeding mannequin. In partnership with renowned local and international woman fashion brands in Colombia in different shopping malls across the country, we replace one of there mannequin for ours with a sing next to it demanding that the shopping mall change there policies towards mothers that breastfeed.

The movement started with a partnership with more than 30 renowned fashion and Dept. store 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.

- 30 of the most important local and international fashion and Dept. store 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.