Frida, a small maternity wear brand looking for more visibility with a very small budget. The brand's mission is to make life as a new mom easier.

In France, half of women breastfeeding say that they do it secretly, sometimes in unsuitable locations such as public toilet. Why? Because unfortunately, it is still a taboo. Last year, 17% of moms were harassed for breastfeeding in public.

We designed a trompe l’oeil to destigmatize breastfeeding in public spaces. With The Uncover, every magazine reader can embody a breastfeeding person, helping to normalize the act anywhere. We distributed more than 50,000 copies across France. The activation sparked an online movement, with celebrities, politicians, influencers and members of the public embracing the campaign.

Frida is a relatively small and new maternity brand. To position the brand and support new mothers in their journey, we decided to address a problem every new mom is likely to experience: the taboo of breastfeeding in public.

Earlier in the year, Breastfeeding in public spaces became a hot topic in the media after a series of incidents were reported. A mother was beaten while breastfeeding in Bordeaux, another one was expelled from Le Louvre by security and another one was expelled from Disneyland.

A way to normalize something is to make it visible everywhere, so we designed a trompe l'oeil magazine cover that turns every reader into a breastfeeding mother. The cover is easy to use, and we made it easy to share with #theuncover.

We partnered with the French breastfeeding association and a new parents association to increase credibility.

We designed a total of 6 different covers with 6 different moms to make the campaign as inclusive as possible.

We interviewed them and asked journalists to use the inside cover as a media so that it became an informative tool.

We printed 50,000 copies of The Uncover. They were displayed in the streets and newsstands in the 5 biggest cities in France.

The covers were also available at festivals (Empow'her), hundreds of coffee shops, restaurants and maternity units.

Because the cover is very visual and easy to use, we created the hashtag #theuncover to create the buzz.

In addition, the cover was available on a website to download and print it from home.

With no French law to protect women from abuse when breastfeeding, we put forward an online petition to confirm that breastfeeding in public does not count as indecent exposure.

Over 40 million organic social impressions with #theuncover

Over 150 million earned media impressions.

45,000 people signed the petition on change.org

+50 earned media placement and 4 national broadcast segments.

+150% followers on Frida social media accounts.

+38% sales in the month following the campaign.

+10,000 unique visitors on the campaign website www.theuncover-project.com