The prejudice of breastfeeding in public has made 64% of Mexican moms not to breastfeed.

UNICEF needing to change that, launched the ‘Do not breastfeed in public’ campaign, provoking Mexico and opening the conversation around the world. This simple video ended up on all media, turning the prejudice into awareness.

In Mexico, the prejudice towards breastfeeding in public has made 64% of moms not breastfeed. The objective of the campaign was to transform prejudice of Mexican society into awareness.

The strategy was simple: To throw a spotlight on the problem, provoke the society to change and show them how bad prejudice can be.

So UNICEF decided to make a ‘Do not breastfeed’ campaign by uploading an anonymous video that showed a mother accused of exhibitionism for breastfeeding her baby in a park. The video outraged Mexico and the world. In 72 hours, the whole country was talking about breastfeeding, local news mentioned the campaign in prime time, on social networks the conversation about breastfeed tripled and suddenly a do-not-breastfeed campaign turned into the best breastfeeding campaign in Mexico. With no media budget, UNICEF changed prejudice into awareness.

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 in 72 hours.

54+ million media impressions.

65+ million social media reach.

200+ articles in newspapers and blogs.

$6 million in free media.

We created a video and uploaded it to YouTube through an ordinary account not related to the campaign.

A small group of UNICEF ambassadors spread it by sharing it in their social networks, referring to it as a true story happened in Mexico City.

In less than 72 hours, people began to share the video and talk about breastfeeding, creating a snowball effect that transcended media. Something that started as a simple video on YouTube, ended up on blogs, TV, radio, printed news, forums and digital media, making people talk on social networks.

At the same time, our ambassadors helped by promoting the hashtag #SíaLaLactancia and it helped to drive the conversation to the benefits of breastfeeding.

Four days after launching the video, UNICEF revealed that this effort was its campaign #SíaLaLactancia and it was created to raise public awareness about the benefits of breastfeeding.

UNICEF needed to take action to raise awareness of Mexican society about the importance of breastfeeding and to fight against the prejudices that make mothers choose not to nurse their babies.

In an era when social networks help to expose the problems of society, UNICEF created an idea that has its origin there: On the conversations on Twitter, Facebook, blogs and forums, an idea that works as a social denounce and drives the attention of the population.