Take a look behind the scenes of #FEEDME, a breastfeeding awareness campaign shot by us at RÅN studio, featured on Avenir Art's billboards across London, in partnership with the Association of Breastfeeding Mothers.
Launched to celebrate the International Women's Day, the exhibition is showcased across London via digital billboards from Kings Road to Shoreditch High Street, Holland Park and Clapham Junction.
We wanted to show beautiful interactions between the mothers involved, their children and the city of London, and to reframe how women and men engage with public breastfeeding in the UK.
#FEEDME features a series of women freely breastfeeding in public places across landmark locations in London including the V&A, Portobello Road Market, Brick Lane, Tate, Tower Bridge, King's Cross, Bussey Building, Brixton Village, Southbank and The Strand.
Over a hundred mothers across our vibrant city volunteered to take part in this awareness campaign using their image to express the positivity of public breastfeeding. The final selection represents the diversity of London with each mother varying in age and ethnicity and their children also ranging from two months to four years old.
“In the UK, we understand the reasons why breastfeeding is important for mums and babies but at the same time, we don’t all feel entirely comfortable with mothers breastfeeding out and about. Every single time we see a mother breastfeeding, whether in real life or just an image, it helps to normalise what should be entirely normal. It helps the next woman we see in the cafe or on the train. It helps the little girl who may not breastfeed for another 20 years. It makes a difference. It’s no exaggeration to say this project will have an impact that could change lives.”
Emma Pickett, Chair of Association of Breastfeeding Mothers
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