We created a direct outdoor campaign asking for a politic change in shopping malls in Colombia towards that breastfeed. In partnership with renowned local and international fashion brand, We replaced one of the mannequins of their stores’ windows display for a new type of mannequin breastfeeding a baby. This direct action drew the attention of shopping malls and create a simultaneous reaction of visitors, social influencers, communities and traditional media, igniting the conversation about breastfeeding in public in Colombia and pushing them to change their politics about breastfeeding.

In just two weeks, the movement got 10 of the main shopping malls in Colombia to declare themselves in the media ¨100% friendly with breastfeeding and that would not tolerate any type of harassment towards mothers¨, Also more than thirty malls in the five regions of the country started to manifest their intention to change their politics throw social and tradicional media.

In Colombia breastfeeding in public is still a big issue looked at as something taboo or not decent, just in the last year hundreds of moms have been harassed and verbally attacked in shopping malls of the country for breastfeeding their babies, forcing them to feed them in the least healthy of places the bathrooms.

This policy is practice by all the large malls in the country where breastfeeding its only allowed in the restrooms.