ABOUT

BRIEF
Make Elvie the most talked about brand during World Breastfeeding Awareness Week. By continuing Elvie’s #FreeTheFeed campaign which looks to tackle the stigma around women breastfeeding and pumping in public.

CONCEPT
The “Boob Tube”.

Our research found that 70% of mothers have felt judged while breastfeeding in public. More pointedly, 94% of new mothers avoid public transport because they worry about peoples’ reactions to them breastfeeding while travelling. 78% wanted more signs to encourage the public to prioritise seating for breastfeeding or pumping mothers, and that it would make them feel more welcome.

So, we took over the Tube with an army of powerful, breastfeeding mums – calling on TFL and all public transport operators to do better and provide better signage for breastfeeding women.

Elvie called on TFL to update their signage to be more inclusive of breastfeeding women – as that was revealed to be one of the biggest barriers for mums.

When this was rebuffed, we took matters into our own hands and handed out #FreeTheFeed campaign materials across the TFL network with our campaign visual amplifying the activation through social and editorial while calling on transport providers across the country to acknowledge and address the issue.

We worked with female photographers to capture the moment the breastfeeding and pumping women took over the tube carriage to make our campaign public. We hit the media with our mum campaigners to tell the story of the scale of the issue faced by breastfeeding women, using shocking statistics revealed by research.

RESULTS
The coverage for the campaign hit all the right places.

There were articles reaching the right audiences across transport businesses from the likes of BBC News, the Daily Mail, The Independent, and Evening Standard.

Meantime we saw a swathe of coverage from the mass-reach consumer titles (including a full page in the Daily Star and well as Daily Mirror).

The campaign delivered a remarkable 790 million Opportunities to See – reaching 27 million UK adults and 78% of new mothers – across its duration through editorial coverage alone. All pieces were of positive sentiment and included Elvie’s #FreeTheFeed campaign platform.

The campaign period saw a 30% increase in “Elvie Pump” Google searches compared to the previous month.