Kind en Gezin: Breastfeeding Extras

Kind en Gezin (The Child and Family Agency), an agency of the Flemish government, brought breastfeeding in public to the public's attention by creating a social and PR campaign to include them in the background of TV shows in Belgium.

Campaign details

Brand: Kind en Gezin (Child and Family Agency)Advertiser: Kind en Gezin (Child and Family Agency)Agency: LDV UnitedCountry: Belgium

Campaign Summary

Breastfeeding away from home, makes more and more mothers feel uncomfortable. They receive negative comments, are asked to 'do it somewhere else' and feel embarrassed. The Belgian organization 'Kind enGezin' wants breastfeeding to be something normal again. To do this, they invented 'Breastfeeding Extras': mothers that breastfeed their babies in the background of popular television programs, series, movies, video clips. By bringing breastfeeding back into popular culture, our Extras are making...

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