Kin’s BFF Movement
Challenge:
Create a Breastfeeding Awareness Week campaign that helped transform the state of breastfeeding acceptance and safety in Australia.
Insight:
A woman's right to breastfeed is protected by Australian law. Yet many mums are still met with judgement, criticism and discomfort when breastfeeding or pumping in public spaces.
Solution:
We created the BFF movement, encouraging businesses and public spaces to become BreastFeeding Friendly. By giving venues a simple and visible way to show their support, the campaign transformed breastfeeding acceptance from a personal issue into a community responsibility.
Manifesto:
Breastfeeding is a right, not a privilege.
It’s a natural miracle that should be praised, not shamed.
An unbreakable bond between mum and bub that forms the foundation of life as we know it.
It’s a circle of life that we’ve all experienced.
So why, in our progressive and modern world, are we still shaming women for breastfeeding in public?
Introducing the BFF movement by Kin, an inclusive and progressive initiative that encourages our society to be BreastFeeding Friendly.
Impact:
- 330 Aussie mums surveyed
- 80+ venues signed up as BreastFeeding Friendly spaces
- 11 media mentions including New Idea, Nine Honey & news.com.au
Role:
Concept Development, Campaign Messaging, Copywriting, Art Direction Support
Channels:
Landing Page, PR, Print, Photography, Activation, Paid Social, Organic Social, EDM, B2B Outreach