The Breastfeeding Mannequin

Even though in many countries breastfeeding in public is normal, in Colombia it’s still an issue, and in the last year hundreds of moms have been harassed and verbally attacked in shopping malls of the country for breastfeeding their babies, forcing them to hide in the least healthy place to feed a baby: the bathrooms. ABBOTT, the global healthcare company that creates products for moms and their babies’ nutrition, decided to help moms feel safer, but more importantly, felt the need to help change the policies of shopping malls.
Abbott and J. Walter Thompson created a new type of mannequin for windows displays to make a statement in shopping malls: a breastfeeding mannequin. In partnership with fashion brands in different shopping malls across the country we replaced one of there mannequin for ours with a sing next to it demanding that the shopping mall change their policies towards mothers that breastfeed.
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.