We created the new type of mannequin to create a statement in shopping malls: a breastfeeding mannequin. In partnership with renowned local and international woman fashion brands in Colombia in different shopping malls across the country, we replace one of there mannequin for ours with a sing next to it demanding that the shopping mall change there policies towards mothers that breastfeed.

The movement started with a partnership with more than 30 renowned fashion and Dept. store brands that owned stores in shopping malls across the country like: DESIGUAL, NAF-NAF, Mango, O-BAG, CATERPILLAR, MEERER, VICTORIA SECRET, CRATE&BARREL, STUDIO F, BASEMENT, ARTURO CALLE, DEREK, ELA, FALABELLA, and MICHAEL KORS, replacing one of their mannequins from their window displays for the breastfeeding mannequin which had a sign next to it asking the shopping mall to declare itself a space where mothers could breastfeed freely.

This action ignited a conversation from social and traditional media, influencers, celebrities and powerful communities. People could also nominate a shopping malls that they wanted to change through social media or are web site.

Over a hundred stores adopted the breastfeeding mannequin in 10 Shopping Malls across the country.

- 30 of the most important local and international fashion and Dept. store brands with more than 100 stores in shopping malls across the country.

- This action caught the attention of visitors, communities, influencers, celebrities, on-line and off line media channels, who pushed the conversation getting thousands of dollars in earned media and social interactions.

- More than 1,000,000 organic impressions in the first 24 hours of the activation.

- Within just two weeks, the movement got 10 of the main shopping malls in Colombia to declare themselves ¨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.

- The breastfeeding mannequins is still conquering malls and other public spaces.

We created a direct campaign asking for a politic change in shopping malls in Colombia. In partnership with renowned local and international fashion brands in Colombia, replacing one of the mannequins of their stores’ windows display for a mannequin with the figure of a woman feeding her 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 public.

Considering that dozens of harass cases to mothers breastfeeding in public happened in shopping malls, a place they visit on their regular bases. We needed to create a stunt to attract the attention of the public, the media and malls, to ignite the conversation about this issue and push shopping malls to change their policies.

We partner with renowned local and international fashion and Dept. store brands to lend us there most visible places in their stores: their window displays, to showcase in front of everybody’s eyes a mannequin feeding a baby with a direct message, a call to action for the Shopping mall to change.

Even though in many countries breastfeeding in public is normal, in Colombia it’s still an issue, and 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 hide in the least healthy place to feed a baby: the bathrooms.

ABBOTT, the global healthcare company that creates products for moms and their babies’ nutrition, decided to help moms feel safer, but more importantly, felt the need to help change the policies of shopping malls.