After the huge success of #FEEDME, we have been asked to take the creative lead in developing and producing a new campaign that is even bigger and this time - nationwide. #FeedOn documentary is a journey across the UK exploring the attitudes towards breastfeeding in public. Made from 50 interviews with breastfeeding mothers and families, shot in 40 locations across the country.
40 #FeedOn posters shot on location have been released alongside the film to help normalise breastfeeding in public.
This documentary is part of the #FeedOn campaign - a new social awareness campaign by RÅN studio and the Association of Breastfeeding Mothers (ABM), using photography and film to help normalise breastfeeding in public.
WATCH THE DOCUMENTARY HERE
#FEEDME is a public awareness campaign developed and 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 was showcased across London via digital billboards from Kings Road to Shoreditch High Street, Holland Park and Clapham Junction from March 2nd until April 19th 2018.
A LOVE LETTER TO LONDON
- CONNECTION/ CELEBRATION/ COMMUNITY
As a studio we always strive to create work that engages with people and encourages conversations, not because it’s shocking but because it is both meaningful and beautiful.
Through our billboard campaign 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.
“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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TAKE A LOOK BEHIND THE SCENES OF THE CAMPAIGN BELOW
Thanks to BAYEUX - our amazing photolab - for their continued support and photographic services.