J. WALTER THOMPSON ARGENTINA, Buenos Aires / EDITORIAL PERFIL / 2017
Overview
Credits
BriefExplanation
BriefWithProjectedOutcomes
In Argentina exist the law 26.873 that promotes the creation and develop of breastfeeding centers and the promotion of this sites in workplaces, but this law doesn’t say nothing about breastfeeding in public places.
CampaignDescription
To say that breastfeeding is not erotic, into the Hombre’s video section, we snuck a video among the hot ones, which showed a mother breastfeeding her baby. The action emphasize that if it wasn’t erotic when seen there, it shouldn't be erotic when seen on the streets.
Execution
On April’s 2017, Into Hombre’s hot video section, snuck a video among the hot ones, which showed a mother breastfeeding her baby in a tenderness act. After two seconds appear the following headline: “If this isn’t erotic when seen on this website, why it’s erotic when seen on the streets?”. At the final of the video appeared a plaque that says: “Let’s not allow prejudice decide where a mother should breastfeed”.
Outcome
The video was uploaded to the website a few days before the festival closed, we have no results yet.
Strategy
The target audience were men. That´s why, the hottest erotic website from Argentina wanted to say them that a mother breastfeeding her baby is completely different to a woman in act of seduction and sexual provocation.
Synopsis
2 out of 5 Argentines think that mothers should breastfeed in private, or claim that they feel uncomfortable when they see someone breastfeeding in the streets. This belief led many nursing mothers to be turned out of public parks or malls. In 2016, police forced a mother out of a square for breastfeeding her baby, which caused a massive “breast protest” all over the country. So, Hombre.perfil.com, one of the hottest erotic websites in Argentina, wanted to say that nursing is very far from being an act of eroticism.
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