Amigos de la lactancia Outdoor, DM, Case study Breastfeeding Mannequin [image] by Akira, J. Walter Thompson Bogota

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Breastfeeding Mannequin [image]

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Industry Baby Food, Public awareness
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Direct marketing, Case study
Market Colombia
Agency Akira
Director Juan Rueda
Agency J. Walter Thompson Bogota
Executive Creative Director Claudia Murillo
Creative Director Nicolas Acosta, Diego Contreras
Senior Copywriter Camilo Mateus
Creative Rodolfo Borrell
Released October 2016


Cannes Lions 2017
Outdoor Ambient: Non-Standard Indoor Advertising Bronze Lion

Credits & Description

Advertiser supervisor: Maria Helena Jimeno
Media: Ambient
Category: Other
Client: Abbott
Advertiser: Amigos de la lactancia
Brand: Amigos De La Lactancia And Coalition Brands (La Lactancia & Coalición de Marcas)
Agency: JWT, Colombia
Production: Akira
Country: Colombia
Director: Juan Rueda
Executive Creative Director: Claudia Murillo
Creative Director: Diego Contreras
Creative Director: Nicolas Acosta
Creative: Rodolfo Borrell
Senior Copywriter: camilo mateus
DoP: Max Morales
DoP: Andres Ladino
DoP: Giuliana Rojas
Agency Producer: Diego Bermudez
Agency Producer: Cesar Tinjaca
Digital Creative Director: Carlos Carbonel
Chief Marketing Officer: Laura Nariño
Agency Production Director: Maria Medina

Title/Título: Breastfeeding Mannequin
Brand/Marca: Amigos De La Lactancia Y Coalición De Marcas
Advertiser/Anunciante: Amigos De La Lactancia Y Coalición De Marcas
Agency/Agencia: J. Walter Thompson Colombia
Country/País: Colombia

Entry Summary:
In Colombia breastfeeding in public is still a big issue looked at as something taboo or not decent, just in the last year hundreds of moms have been harassed and verbally attacked in shopping malls of the country for breastfeeding their babies, forcing them to feed them in the least healthy of places the bathrooms.This policy is practice by all the large malls in the country where breastfeeding its only allowed in the restrooms.
We created a direct outdoor campaign asking for a politic change in shopping malls in Colombia towards that breastfeed. In partnership with renowned local and international fashion brand, We replaced one of the mannequins of their stores’ windows display for a new type of mannequin breastfeeding a baby. This direct action drew the attention of shopping malls and create a simultaneous reaction of visitors, social influencers, communities and traditional media, igniting the conversation about breastfeeding in public in Colombia and pushing them to change their politics about breastfeeding.In just two weeks, the movement got 10 of the main shopping malls in Colombia to declare themselves in the media ¨100% friendly with breastfeeding and that would not tolerate any type of harassment towards mothers¨, Also more than thirty malls in the five regions of the country started to manifest their intention to change their politics throw social and tradicional media.