Baby brand courts censors with unapologetic depiction of breastfeeding /

Babycare brand Tommee Tippee launched a global campaign this month to open up the conversation surrounding breastfeeding. Devised with London-based creative agency Manifest and Manchester-based production agency The Gate, the campaign is being rolled out by regional activation agencies around the world and will continue for a year.

The stigma-fighting work aims to shine a light on the complex issues surrounding breastfeeding, break down the idea that breasts are inherently sexual and promote two of the brand’s new products.

The campaign comes after the brand conducted global qualitative and quantitive research, in collaboration with Manifest, that revealed over 74% of women feel society overlooks breastfeeding challenges, 50% feel societal pressure to breastfeed and 54% revealed breastfeeding had an effect on mental health. 

The campaign’s hero film champions a diverse variety of women, showcases different feeding choices and promotes Tommee Tippee products.

In addition to the film, the brand has launched a six-part digital content series called Spill The Milk, which can be found on the campaign website. The series starts on 2 March and dives into topics that are under-discussed, such as pumping, the latch and judgement.

On the site, visitors can also hear feeding stories from women featured in the film and find out more information about products.

In the UK, US and Australia, the brand is rolling out an integrated campaign across PR, paid and organic social media, influencers, pre-rolls, digital and pay-per-click. Europe and APAC regions will have a slightly smaller campaign rollout. 

‘Mums across the world are being left unprepared for the realities of what comes after birth,’ Manifest campaign director Emma Corbett told Contagious. ‘It’s a fact that a staggering 93% of mums feel the physical, emotional and psychological challenges they face when breastfeeding are under acknowledged, limiting the education they receive before and after they give birth. The Boob Life stands to help overcome this by representing the real experiences that real mums tackle every day.’