Breastfeeding and infant feeding is misrepresented and misunderstood in society, shrouded in stigma and sexualised in the media. This narrative affects 93% of mothers’ mental health and 94% of mums feel that breastfeeding should be more openly and honestly spoken about.
Tommee Tippee wanted to grow their offering beyond designing products that mimic mum to products designed for mum’s comfort – to be known for understanding her needs.
Manifest created 'The Boob Life' — a battle-cry for every mum. Featuring a diverse cast of real mums, showing real feeding experiences, designed to normalise all feeding journeys, everywhere.
Accompanying this, a six-part digital content series called Spill the Milk, which shares feeding honest stories in more depth across different topics that women are too commonly kept in the dark about; milk supply, latching and pumping.
The amplification strategy spanned PR, Social Media (Paid and Organic), Influencer, Pre-Rolls, Digital Display, Email, PPC and strategic media Partnerships, and further storytelling was hosted on a dedicated campaign landing page.
We created a global toolkit for markets across the world activated the campaign, nuancing the content and media plans for their local audiences.
Credits:
Produced by: The Gate Films
Director: Fiona Burgess
