The only way to see breastfeeding 

In France, 55% of mothers exclusively breastfeed at birth, yet the median duration of breastfeeding barely reaches twenty weeks, far from the six months of exclusive breastfeeding recommended by the WHO.
While practical challenges partly explain this gap, one major barrier remains: social judgment.

The campaign addresses this tension not through words, but through visual evidence. Rather than taking sides or fueling debate, CoFAM shifts the focus to the only gaze that truly matters : the child’s gaze resting on their mother.
Through four analog photographs captured by Anna Leonte Loron, breastfeeding is shown in its purest form: the serenity of a newborn, the calm of a mother, and the simplicity of a timeless gesture. These raw and universal images remind us that this moment belongs only to them. This unique and undeniable gaze gives the campaign its name: “Un seul regard sur l’allaitement” (The only way to see breastfeeding).

Launched during the World Breastfeeding Week 2025, the campaign came to life through outdoor displays across major French cities (Paris, Lyon, Rennes, Poitiers, and Bordeaux) as well as in national press, including Society magazine. Driven by the hashtag #unseulregard, the message resonated strongly on social media, spreading organically as mothers themselves became ambassadors of this intimate and universal bond.