Even though breastfeeding in public is normal in many countries, in Colombia it’s still an issue. In the last year, hundreds of mums have been harassed and verbally attacked in shopping centres for breastfeeding their babies, forcing them to hide in the least healthy place to feed a baby: the bathroom. Abbott, the global healthcare company that creates products for mums and their babies’ nutrition, decided to help mums feel safer. More importantly, the brand felt the need to help change the policies of shopping malls.
Abbott and J. Walter Thompson Colombia created a breastfeeding mannequin for window displays to make a statement in shopping malls. In partnership with fashion brands in different shopping malls across the country, the agency replaced mannequins with these breastfeeding mannequins, with a sign demanding that shopping malls change their policies towards mothers that breastfeed.
This action ignited a conversation from social and traditional media, influencers, celebrities and communities. People could also nominate a shopping mall that they wanted to change through social media and a dedicated website.