_creating a digital social awareness campaign

_strategy and social media content

_producing a documentary with interviews filmed nationwide

_liaising closely with over 1000 applicants


_artistic direction


_full production

_social media content

_documentary film


The Association of Breastfeeding (ABM) is a voluntary organisation founded in 1979 by mothers already experienced in breastfeeding counselling. As well as supporting mums and families and offering training, they represent breastfeeding families at a national advocacy level.

2019 marked the 40th anniversary of the founding of ABM. This makes it a perfect time to highlight their work as well as create imagery that will encourage conversations and normalise breastfeeding in the UK where breastfeeding rates are amongst the lowest in the world.


Afer the huge success of our previous public awareness campaign, when we got asked to take the creative lead in developing this new campaign, our plan was to create a nationwide campaign that presented a picture of breastfeeding around the country instead of focusing on just London, the capital city.

This campaign's intention was to send a clear message that everyone should feel like they have a choice - it was about making sure that all the people who want to breastfeed feel that they can. It's important families have a choice, rather than be let down by a lack of support – both breastfeeding support and support from society.

We identified that photographic content and a documentary film shared on social and web channels can create this change and involve men and women, healthcare professionals and families, politicians and councils in a conversation.


We delivered a nationwide campaign (including social and web content) that connected and featured breastfeeding communities across the country. The campaign included a documentary made from over 50 interviews, shot in 40 locations across the UK. To promote the documentary we created a social media strategy as well as 40 posters for the film and a trailer which was easily shared online on all social platforms.

Additionally, we've turned outtakes from the documentary into additional short form social media content. Posters were used further on social media to feature the stories of the women photographed, which proved hugely popular within ABM's audience.

By documenting the experiences and breastfeeding journeys of families we compiled a resource that extends beyond the ABM’s 40th anniversary. We have created photographic, moving image and social media content that provides encouragement, support and advice to every new mother or family who may have doubts about breastfeeding in public or is dealing with feelings of isolation because of lack of support.

The documentary #FeedOn has received thousands of shares and views on social media and its hosting platform Vimeo. 

The campaign went on to be featured in printed and online press.

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