Amigos de la lactancia

The Breastfeeding Mannequin

Agency: JWT


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.

This professional campaign titled 'The Breastfeeding Mannequin' was published in Colombia in May, 2017. It was created for the brand: Amigos de la lactancia, by ad agency: JWT. This Film medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted over 6 years ago.


Advertising Agency: JWT, Colombia
VP Creative: Rodolfo Borrell
VP Client Services: Antonio Abello
Executive Creative Director: Claudia Murillo
Creative Directors: Diego Contreras, Nicolás Acosta
Senior Copywriter: Camilo Mateus
Digital Creative Director: Carlos Carbonel
CM: Laura Nariño
Agency Production Director: Maria Medina
Agency Producers: Diego Bermudez, Cesar Tinjaca
Content Creator: Julian Martinez
PR Company: Estrategico PR
Production Company: Akira Films
Director: Juan Rueda
DOP: Max Morales, Andres Ladino, German Rojas
Advertiser: Amigos de la lactancia
Advertiser Supervisor: Maria Helena Jimeno

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