THE BOOB LIFE
Challenging Social Stigma Around Breastfeeding and Infant Feeding
TOMMEE TIPPEE
Tommee Tipppee wanted to be known as the brand that understands mums and demystifies feeding. When we listened to mums, we heard that people weren't telling them the whole truth about what feeding is really like and we felt the category needed to change the way it spoke to women. Our global brand film is designed to be brutally honest, eradicate taboos around feeding, normalise all types of feeding and celebrate every mum whatever her feeding journey.
“Nobody tells you how hard breastfeeding is going to be. It’s a cruel joke after labour”
“I never felt empowered by my midwife. I felt judged and blamed for my breastfeeding struggles”
“You are the best person to know your baby and what is right for both of you”
“Trust your intuition”
“Don’t put pressure on yourself”
“You aren’t failing if you are feeding your baby, it doesn’t matter how you do it. Fed is best”
“You are more powerful than you think”
“If your baby is nuzzling into you then they are feeding ok, whether it’s with a boob or a bottle”
We started by listening, and it was eye-opening
We conducted in-depth qualitative and quantitative research with over 750 new first-time mums across the world. They told us that breastfeeding and infant feeding is misrepresented and misunderstood in society, shrouded in stigma and sexualized 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.
The film is a battle cry for mums and parents everywhere
Our global brand film is designed to be brutally honest, normalise all types of feeding and celebrate every mum whatever her feeding journey. We disrupted how the parenting category speaks to women, broke down deeply entrenched stigmas surrounding infant feeding.
Sound up!
Every boob, and every feeding journey is different
As we were filming, it became very clear that our campaign would change the narrative
The film was instantly banned by Facebook and advertising bodies for “nudity” and “showing breastfeeding”. We lobbied Facebook to remove its ban and made them at least re-consider their policy
To make sure every possible platform and social format was covered, we created 345 individual assets for local market teams to use.
A global toolkit helped activate the campaign in local markets.
To continue the conversation on social, we made Spill the Milk – a six-part social content series, 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.
Outcome
150 pieces in earned media
400% increase in engagement on social
Reaction
"Brilliant, I hate how much breasts are sexualised instead of what nature intended them for"
"Brilliant, I hate how much breasts are sexualised instead of what nature intended them for"
bubblebabeclaire
"Can't believe I'm 3 kids in before seeing anything close to reality depicted on a tv ad"
em.oram
crumpet88
"Love it so beautiful and natural let's normalise breastfeeding"
rochethemodel
"This is BRILLIANT"
bobbleheadmo
"This is amazing thank you for normalising the pumping. Not everyone can feed for a whole variety of reasons and that journey can feel very lonely"
"This is amazing thank you for normalising the pumping. Not everyone can feed for a whole variety of reasons and that journey can feel very lonely"
sarahrath10
"YESSSSSSSS"
milkmakingmama
"LOVE THIS!"
rosemarinoramsey
This is brilliant
aliceliveing
"THIS IS EPIC"
taylahroberts1
"how good is this"
lynstagram_x
"This is incredible!!!"
victoriaemes
"Aaaah how amazing is this!!!"
rebekahcolquhoun
"Amazing"
amylouwilde
"love it"
thismummylife_
"Amazing xx"
kelbibb
"Can't wait to start all this again! not long to go!!"
"Can't wait to start all this again! not long to go!!"
kazolina_kaz
"I love this video! Well done Tommee Tippee"
joanneb27
amazing video!!
amanda_and_juliet
Beatiful, amazing!!!! Xxxx
delaneydiaries_
YES TO THIS!! x
zoehardman
"YES!! The beautiful, messy reality of breastfeeding! About time! Loved all the real women of different shapes and sizes and post-birth bellies. Everyone's feeeding story is different, and no-one should feel shame."
"YES!! The beautiful, messy reality of breastfeeding! About time! Loved all the real women of different shapes and sizes and post-birth bellies. Everyone's feeeding story is different, and no-one should feel shame."
bobbin1976
"This made me cry"
themummyeditorial
"Absolutely love this campaign, well done to all involved x"
thedairyfreemum
"how fucking boss is this!!
beckietillymint
"Thank you for showcasing pumping!!!"
littlepumping
"I tried unsuccessfully to breast feed my preemie babies many years ago and the attitude of the staff in the hospital was unhelpful to say the least. Love this, a fed baby is a fed baby
sinead.mcauley
"Wow this is amazing! I've breastfed, pumped and bottlefed 2 babies! Thank you for this!
mrs_stevo
Coverage
Awards
- Consumer Products Winner, SABRE Awards EMEA
- Marketing to Women Winner, SABRE Awards EMEA
- Grand Prix, The Drum Awards for Content
- Best creative content idea using video, The Drum Awards for Content
- Most innovative or creative use of content, The Drum Awards for Content
- Chair Award, The Drum Awards for Marketing
- Best Branded content, The Drum Awards for Marketing
- Campaign of the Year, PR Week Awards
- Brand Product Development, PR Week Awards
- Branded Content of the Year, Creative Moment Awards
- Creative Film of the Year, Creative Moment Awards
- Advert of the Year, Prolific North Champions 2021
- Commercials and branded content - short, Berlin Commercial Film Festival
- shots Awards EMEA, Ad of the Year: Direction
Studio: Manifest / Creative Direction: Chomoi Picho-Owiny / Strategy: Emma Joy / Campaign Manager: Liana Maher / Illustration: Noma Bar / Director: Fiona Jane Burgess / Producer: Rhiannon Lewis / Account Director: Emily Huyton
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