
Breaking down stigmas through creativity
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.
Manifest’s #TheBoobLife for Tommee Tippee disrupted how the parenting category speaks to women, broke down deeply entrenched stigmas surrounding infant feeding, and lobbied Facebook to remove its ban on showing breastfeeding – all through one unified global campaign.

The Challenge
Globally launch two new breastfeeding product innovations while at the same time building brand love and cultural relevance.
We took a product focused brief and turned it into a unified global brand campaign that broke down breastfeeding stigmas, allowed parents to participate in a global movement and empowered mums all over the world.
The Approach
Manifest developed a unified multi-channel campaign including a hero film, content series and brand playbook to unify all content globally.
The raw, honest, celebratory film featuring real Mums, alongside a digital content series Spill the Milk, destigmatized feeding and brought The Boob Life movement to the world.
The campaign content was banned by advertising bodies & Facebook for “nudity,” starting a global conversation on the controversial policies that censor breastfeeding.
The campaign didn’t just spark sales, it sparked a global movement, with thousands of parents participating in a discussion that help to shift stigma and taboo in a way that made mums feel empowered.

The Results
The Manifest campaign content was banned by advertising bodies & Facebook for “nudity,” starting a global conversation on the controversial policies that censor breastfeeding.
The campaign didn’t just spark sales, it sparked a global movement, with thousands of parents participating in a discussion that help to shift stigma and taboo in a way that made mums feel empowered.
- 150+
- Feature pieces in earned media
- 400%
- Increase in engagement on social
- 1.5%
- Top 1.5% of ads for target audience sales potential
- 16m
- Global campaign reach
- 1
- Campaign to lobby Facebook (and win!)
- 9
- Major award wins (and counting)

This Tommee Tippee Ad is a glorious celebration of breastfeeding (pump and leaking included).
AdAge, Job Title
A new Tommee Tippee video championing breastfeeding has been banned by Facebook.
Marie Claire,
Facebook BLOCKS baby bottle company Tommee Tippee's new breastfeeding advert for showing nudity.
Mail Online, Job Title
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Tommee Tippee: The Boob Life - breaking down stigmas through creativity
Manifest’s #TheBoobLife for Tommee Tippee disrupted how the parenting category speaks to women, broke down deeply entrenched stigmas surrounding infant feeding, and lobbied Facebook to remove its ban on showing breastfeeding – all through one unified global campaign.
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