Outdoor ad: Abbott: Breastfeeding Mannequins

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Top 6: May 24th 2017

In Colombia, breastfeeding in public is still very taboo. Hundreds of moms breastfeeding in shopping malls had been verbally attacked and driven to hide in restrooms to feed their children. Abbott, a global healthcare company that creates products for moms and their babies' nutrition, wanted to change anti-breastfeeding policies in Colombia's shopping malls and inspire them to become safer and more welcoming spaces for moms. In support of Abbott's mission, we created a new type of statement-making mannequin for shopping malls: a breastfeeding mannequin. In partnership with renowned local and international women’s fashion brands in shopping malls across Colombia, we replaced one of each store’s mannequins with a breastfeeding mannequin, and placed next to it a sign demanding that shopping malls change their policies on breastfeeding. Agency: JWT, Colombia.