Frida, a young maternity wear brand, is committed to making the lives of new moms easier by creating convenient breastfeeding clothes. To increase its notoriety and showcase its dedication to new moms, the brand aimed to promote its message and values.

Breastfeeding in public is still considered taboo in France, forcing nearly 50% of women to do it secretly in inappropriate places like the toilets. Last year, 17% of moms were harassed for breastfeeding in public.

In just two months, several incidents made headlines in France, including a woman being punched in the face in Bordeaux for breastfeeding in public, an Australian tourist being asked to leave Disneyland Paris, and a mother and baby being escorted out of the Louvre Museum by security for breastfeeding. These incidents highlighted the ongoing taboo surrounding breastfeeding in France and the need to mobilize media, citizens, and venues to fight harassment.

To normalize breastfeeding in public, we came up with the idea to use a medium that is already commonly found in public spaces - magazines - and hack it.

We created The Uncover, a trompe l'oeil that transformed any magazine reader into a breastfeeding person. We distributed over 50,000 copies in major cities across France, including streets, train stations, coffee shops, and newspaper kiosks, in partnership with two feminist organizations. The initiative was supported by more than 10 other organizations, promoting the normalization of breastfeeding in public spaces.

To democratize breastfeeding in public spaces, we came up with the idea to use a medium that is already commonly found in public spaces - magazines - and hack it.

To ensure media coverage, we created a cover that could be used on any magazine.

This made any magazine, regardless of its content, a symbol of engagement that was accessible to everyone, regardless of age or gender.

The Uncover was sent to politicians, organisations, brands, hospitals, celebrities, influencers and the general public. With the hashtag, #theuncover a social media movement started to gain momentum.

Branded social media video and photo contents was also shared massively online showing people using the cover and moms testimonies.

The project was promoted during feminist festivals and during the breastfeeding world week.

We printed 50,000 copies of The Uncover with 6 different front pages capturing the diversity of 6 different moms.

The inside of The Uncover contained testimonials from mothers and healthcare professionals, along with a QR code to Uncover-project.com. This website provided information, photos, testimonials, printable covers and a link to a petition for protecting breastfeeding in public by law through the offense of obstruction to breastfeeding.

We sent copies of The Uncover to hundreds of influencers, celebrities and politicians. #theuncover turned into a massive social media movement. We also displayed the covers at events: Empow'her festival (10,000+ attendees) and the World Breastfeeding Week.

The Uncover was noticed internationally by Maman Coffee Shops in New York City where 2,000 covers were displayed in 20 coffee shops.

The Uncover caught the attention of media, consumers and politicians with:

+ 200 million of organic media impressions

+ 40 million of organic impressions only on social media with #theuncover.

+ 10,000 visits to Uncover-project.com

+ 50 earned media placements including coverage on 3 predominant French national television channels.

+ 44,000+ people signed The Uncover petition on Change.org.

+ Hundreds of public places labeled themselves as breastfeeding friendly.

+ 30% increase in Frida’s sales after the campaign.

A law to protect breastfeeding in public spaces and being able to convict people for breastfeeding obstruction has officially been submitted and is now waiting to be voted on.