_artistic direction

_campaign

_full production

#FEEDME is a public awareness campaign developed and shot by us at RÅN studio, featured on Avenir Art/Daylite LED Media billboards across London, in partnership with the Association of Breastfeeding Mothers.

Launched to celebrate the International Women's Day and London's diversity, 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.

brief

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 meaningful.

Through our billboard campaign we wanted to show beautiful interactions between the mothers involved, their children and the city of London, and to reframehow women and men engage with public breastfeeding in the UK.

product

#FEEDME is a photographic campaign with the final posters being featured on billboards across London. It 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.

We delivered a photo series and short video that both individually gathered thousands of likes and shares on social media. While the images were displayed on digital billboards across London, our #FEEDME campaign went on to be featured in the Mayor’s London Food Strategy as well as printed press.

The images are also featured in Emma Pickett's 'The Breast Book: A puberty guide with a difference - it's the when, why and how of breasts' published by Pinter & Martin Ltd. #FEEDME photographs are also included in teaching materials available for schools as free lessons here.

process

We began by identifying areas of London to feature in the images and used this location list to design casting calls for mothers around the specified areas. The casting calls were shared on the ABM’s network as well as with diverse motherhood groups on social media to ensure inclusion of women of colour within the campaign - it was important for us to represent the beautiful diversity of London.

In this pre-production phase we made a selection from hundreds of applicants to be part of the project #FEEDME. RÅN was responsible for all communications with the participants and ensured the safety and comfort of the mothers and their children at all times.

As a studio we specialise in lightweight, high mobility filming and photography set ups which allowed us to succesfully complete each shoot within a limited amount of time. The success of our production process led to the return partnership with ABM and development of the nationwide campaign #FeedOn.

A LOVE

LETTER

LONDON