Despite it being against the law to discriminate against someone for breastfeeding, a study revealed that six out of 10 mothers take steps to hide it in public. Further research by Tommee Tippee revealed that three in four new mums feel overlooked by society, 66% feel that society speaks down to them, and nearly one in two said that feeding had negatively impacted their self confidence.

As a brand famous for bottles, the agency was briefed to gain Tommee Tippee maximum exposure and credibility within the breastfeeding category with an innovative activation launch during World Breastfeeding Week all while supporting new mums on their feeding journey.

The two key objectives were to set Tommee Tippee apart from its competitors and disrupt the market via strong communication, and to drive awareness with KPI reach and impressions across social and earned media of over 20 million.

The idea needed to be bold, beautiful and to act as a monument to motherhood to help mums feel seen and supported, while sending a powerful message to those that it may offend.

Knowing that depicting women in their natural feeding state with nipples visible would likely be deemed inappropriate for an out of home campaign, and with a limited budget, the idea needed to be executed in an unconventional way while contributing something positive to the community.

The concept for 'Breastralia' was born — a celebratory piece featuring two women, one breastfeeding and another pumping side by side to symbolise the strength, beauty and need to support new mums.

As not all women are able to breastfeed, it was important to include the message, 'The truth is, everyone's feeding experience is different and thats ok'.

The target primary audience was pregnant first-time mothers, mothers with newborns, and mums returning to work.

Meta was targeted to campaign against its controversial advertising policies surrounding women's bodies.

Showing the reality of feeding, the mural was created in an effort to transform how the parenting industry speaks to mothers, while sparking conversation surrounding how, when, and where women choose to feed their babies.

Designed to ‘stop you in your tracks’ the true to life 15-metre artwork needed to be captured on camera with content of mums feeding in front of it being sent to press, used on Tommee Tippee's social channels and shared by influencers.

An online campaign encouraged mums to 'flash their feeds' for the chance to win breastfeeding products giving it national relevance.

The news agenda was monitored for newsjacking opportunities that the campaign could build on.

Paid digital media was attempted but ultimately rejected.

Breastralia was first planned for August 2021 however it was postponed due to COVID-19 lockdowns after a design was approved and a 15-metre long wall secured.

A year later, a new artist and design was commissioned which was painted over 10 days. Unveiled on 1/8/22, media and influencers were invited to interview the campaign spokesperson in front of the wall.

Following interviews and a content shoot, brand ambassador Midwife Cath hosted a live Q&A about breastfeeding,

A press release was distributed, content posted on Tommee Tippee's socials and by influencers, a participatory campaign launched to encourage mums to flash their feeds online, and products donated by Tommee Tippee to Big Hug Group.

On 11/8/22, Tommy Lee posted a full frontal nude on Instagram, a double standard we called out in the media after Meta banned the mural for nudity.

At the time of writing, Breastralia is still there.

Earned media reach:

59,116,180

Earned media placements:

66

Instagram reach, impressions, engagement:

- 6,670,000 impressions. Increase of 114% from previous quarter.

- 5,560,000 reach. Increase of 113% from previous quarter.

- 7.5% average influencer sharing engagement on Instagram.

Facebook reach, engagement:

- Impressions and reach increased from previous quarter with 28% and 35% increases respectively.

- Engagements increased +27% from previous quarter.

- Reactions +170% on previous quarter

- Shares +40%

- Link clicks +17%

- Organic reach increased by 21% from previous pattern.

Impact:

- This project alongside other brands, campaigns and users put pressure on Meta to change its advertising policies surrounding women's bodies. On 18/1/23, it was reported that Meta's advisory board told the company to overhaul its ban on women's breasts.

- Greens MP Ellen Sandell threw her support behind it.

Sales:

+4.37% in feeding category sales.

Business targets:

- Increase feeding category sales by 2%.