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The uncover

Agency: Weber Shandwick


Breastfeeding in public spaces is still a taboo in France. Half of women who breastfeed say they do it secretly in inappropriate places like the toilet. 17% of moms were criticized for breastfeeding in public spaces in 2021.

We created a trompe l'oeil to destigmatize breastfeeding in public spaces. With the uncover every magazine reader can embody a breastfeeding person. We distributed more than 50 000 copies across France. The activation sparked an online movement, with celebrities, politicians, influencers, and everyday people sharing their stories and advocating for policy to change to protect mothers from harassment.

This NSFW professional campaign titled 'The uncover' was published in France in November, 2022. It was created for the brand: Fridaetc, by ad agency: Weber Shandwick. This Direct, OOH Outdoor, and Print media campaign is related to the Health, Other, and Public Interest industries and contains 1 media asset. It was submitted over 1 year ago.


Creative PR agency : Weber Shandwick Paris
Art direction : Allegorie studio

CEO : Eloi Asseline
CCO : Tom Beckman
ECD : Angela Mears
Creative director : Jean Paoli
Strategist : Elise Decultot
PR lead : Deborah Guepey
Art director : Charlyne Urbaniak
Photographer : Andrea Bresciani
Stylism : Jeanne Faucher
Make up : Lea Tome


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