Breastfeeding is, and has always been, a part of everyday life. Unfortunately things have changes over the past decades, making more women feel embarrassed by doing so in public. That had to change.
To improve the public opinion, we introduced the Breastfeeding Extras. This is a casting agency for mothers who breastfeed their babies, to star in much viewed TV-series. In this way, we made the act of breastfeeding a lot more visible. And, in the long term, accepted.
After being introduced in numerous television shows, loads of media attention, a breastfeeding extra was also featured in Kiekeboe, one of the most read Belgian comic books.
Creation: Julie Vanderbeck, Jasper Declerq
Agency: LDV United