PUBLIC AWARENESS CAMPAIGN ON LONDON'S BILLBOARDS
summary
_creating a public awareness campaign
_developing digital strategy for the charity's first digital steps
_producing poster images for social change
_liaising closely with over 500 applicants
services
_digital and social campaign
_full production
_strategy
_artistic direction
#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
The Association of Breastfeeding Mothers came to us as a relatively unknown charity with no established digital presence, no prior campaigns and no team to manage the project.
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 digital campaign with the final posters being featured on billboards across London supported by social media and online presnece. 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 developed, produced and delivered the whole campaign (including digital strategy as well as photo series and a short video) that 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.
A LOVE
LETTER
TO
LONDON
connection/
celebration/
community