Tommee Tippee The Boob Life – Chomoi Picho-Owiny

Challenging social stigma around breastfeeding

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.

Client: Tommee Tippee
Studio: Manifest
Role: Creative Director

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.

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.

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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.

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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"

bubblebabeclaire

"Can't believe I'm 3 kids in before seeing anything close to reality depicted on a tv ad"

em.oram

"This is amazing"

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"

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!!"

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."

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