In Mexico the prejudice towards breastfeeding in public has made 64% of moms not breastfeed. Unicef needed to throw a spotlight on this problem and provoke Mexican society to change prejudice into awareness. So, we made an anonymous video that showed how a mother was insulted and accused of exhibitionism for breastfeeding her baby in a park. The video went viral and outraged Mexico and the world, in just 72 hours got the world talking about breastfeeding.

Local news put the campaign in prime time, the conversation on social networks about breastfeeding tripled, the whole country was aware of the problem and suddenly a do not breastfeed campaign transformed into the best breastfeeding campaign of Mexico.

This entry is appropriate to PR because with no media budget, we reached and provoked the Mexican society and it reacted to a problem that was previously only for moms.

First, we up loaded this anonymous video to Youtube.

Next, organically the video went viral, it was reproduced on several Facebook pages and Twitter accounts. Newspapers and television news from around the world replied to the news.

In just 72 hours, the conversation about breastfeeding had tripled, the whole country was aware of the problem and suddenly a do not breastfeed campaign transform into the best breastfeeding campaign of Mexico.

We opened the debate about breastfeeding in public. From the viral effect of our video, the discussion happened in online and offline media in Mexico and other countries.

On social networks, in only 72 hours we obtained the equivalent impact of a campaign that actually has investment.

6+ million views.

54+ million media impressions.

65+ million social media reach.

200+ articles in newspapers and blogs.

$6 million in free media.