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 Results

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

Share


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.

Feel free to get in touch

We'd love to chat

Manifest

+442031379270 [email protected]