As you might have seen from reports around the place, we’re utterly made up to have started working with femtech brand, Elvie. Last week we got our first campaign out the door with them.
We’ve launched the latest iteration of their #FreeTheFeed campaign that aims to tackle the taboos around breastfeeding in public.
Kicking off World Breastfeeding Week, we worked with new mum Fleur East and a group of breastfeeding and pumping mothers on a powerful tube carriage takeover. Each brandishing Elvie’s #FreeTheFeed badge, the women reclaimed the space and gave us a masterclass in owning it.
Our research found that no fewer than 94% of breastfeeding mums have avoided public transport, and 70% have felt judged for feeding in public.
The campaign received a huge swell of positivity with over a thousand comments of support on Fleur’s Instagram post, huge numbers of shares across social media as well as widespread editorial media coverage.
We saw a fantastic splash in the Daily Star, as well as BBC News, Daily Mail, The Independent, Daily Mirror, Evening Standard and many, many more besides.
As first campaigns for a new client go, this was a pretty cracking start to what we fully intend to make a long-standing creative partnership.
