Tommee Tippee — Breastralia
— Services
- Campaign
- Video Production
- Influencer Relations
- Public Relations
- Brand Experience
— Collaborations
- Moana Hope
- Isabella Carlstrom
- Maggie Amanda
- Midwife Cath
Play full video
Breastralia on Studio 10
Normalising a mother’s right to feed in public the way that she chooses
We worked with a local artist to create a large-scale, uncensored mural designed to ‘stop you in your tracks’, to spark conversation about public feeding and censorship of women’s bodies.
The Challenge
Help mums and mums-to-be feel seen with a campaign that would contribute something positive to the local Melbourne community.
We transformed how society speakers to mothers by spotlighting a rarely celebrated yet common reality of being a new mum on one of Melbourne’s busiest streets.
In line with World Breastfeeding Week (1-7 August, 2022), Manifest worked with infant accessories brand Tommee Tippee and local artist Caroline Lejeune to bring a large-scale 15-metre mural titled ‘Breastralia’ to life featuring two women feeding their babies taking over a Melbourne inner city block.
With research indicating how mums feel about feeding and being judged, it was important to celebrate, and acknowledge, that all feeding journeys are different – and that’s ok.
Partnering with mums such as former WAFL player and activist Moana Hope, her partner model Isabella Carlstrom, parenting influencer Maggie Amanda and leaning into the expertise of Tommee Tippee’s expert ambassador Midwife Cath, women across Australia were encouraged to ‘flash their feeds’ to combat stigma towards feeding in public.
Throughout Breastfeeding Week, Tommee Tippee donated breast pumps and pads to local charity, Big Group Hug who respond to the immediate material needs of vulnerable and disadvantaged children and their families.
The Reaction
Censored by Meta who banned footage of the mural in multiple countries despite the tech giant stating that nipples are permitted in the context of breastfeeding, the campaign was covered by every major metropolitan newspaper in Australia.
Its powerful message resonated with women across the country who championed the cause by sharing ‘brelfies’ under the hashtag #breastralia. It was even praised by politician Deputy Lead of the Victorian Greens Ellen Sandell who shared a photo of herself breastfeeding her newborn in front of it calling for the end of sexualising and censoring of women’s bodies in a viral Facebook post.
