Breastfeeding away from home, makes more and more mothers feel uncomfortable. They receive negative comments, are asked to ‘do it somewhere else’ and feel embarrassed. The Belgian organization ‘Kind en Gezin’ wants breastfeeding to be something normal again. To do this they invented ‘Breastfeeding Extras’: mothers that breastfeed their babies in the background of popular television programs, series, movies or video clips. By bringing breastfeeding back into popular culture, our Extras are making breastfeeding truly part of everyday life again.
Content advertisement created by LDV United, Belgium for Kind en Gezin, within the category: Public Interest, NGO.
Public Relations Agency: Lewis
Executive Creative Director: Kristof Snels
Copywriter: Jasper Declercq
Art Director: Julie Vanderbeck
Account Director: Marieken Maes
Account Executive: Evi Messagie
Strategy Director: Tomas Sweertvaegher
Designer: Jeffrey Uten
Photographer: Noortje Palmers
Video: Jasper Léonard