ABOUT

Half of the women who breastfeed say they do it secretly in inappropriate places like the toilet. Why? Because it is still taboo in France.
We created a trompe l’oeil to destigmatize breastfeeding in public spaces. With The Uncover every magazine reader could embody a breastfeeding person, helping normalize the act everywhere.

More than 43K people signed a petition to legally protect breastfeeding in public. We achieved 40M+ organic social impressions using #theuncover and 50 media placements including four national broadcast segments. Overall, we reached 150M+ earned impressions.