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Top 6: November 15th 2023
Interactive
Milkdrop: The Uncomfortable FeedTop 6: November 15th 2023
A survey conducted by Milkdrop (a women's health start-up) in 2021 revealed that seven out of ten women reported experiencing discomfort, pain, or damage while using breast pumps, with eight out of ten stating it makes them "feel like a cow". This critical issue stems from a lack of accessible data on nipple size and shapes, a pivotal factor in engineering a comfortable pump. To combat this, with the efforts of Leo Burnett, Milkdrop is creating the International Nipple Encyclopaedia and needs the help of Aussies across the country. The campaign will ask women to submit anonymous nipple measurements, contributing to the encyclopedia. Engineers and designers at Milkdrop will then use this to create new equipment that provides a more pain-free experience for mothers everywhere. To launch the initiative, Leo Burnett has created The Uncomfortable Feed. The social campaign will take over Milkdrop’s social media, featuring a series of uncomfortable scenarios such as nails on a chalkboard, food being squeezed, teeth opening a bottle and biting an ice block, and cutlery scratching a plate, all designed to make the viewer uneasy and empathise with mothers who have to endure discomfort on a daily basis. Currently, publicly available research is centred on nipple data concerning the ideals of reconstructive surgery or identifying the female nipple in algorithms to be censored on social media rather than the shape and size (anthropometrics) to help inform design. Milkdrop hopes that The Uncomfortable Feed campaign can broaden this data to ensure women’s comfort is not an afterthought when designing pumping products.
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