1 in every 2 women hide when breastfeeding (Fieldwork December 2022 conducted by: LinQ Market Research España S.A). Every woman should be able to breastfeed in public.
Philosophie
We placed it in one of the busiest areas of Madrid, in front of the Reina Sofia Museum, and turned it into a powerful symbol of protest. The sculpture was equipped with a non-stop crying sound system. Our campaign began on January 23 and continues today. We plan for the baby to cry until the law is approved. Organizations throughout Spain can host the baby to ensure its persistent crying is heard far and wide.
Problem
In Spain, many women have faced criticism for breastfeeding in public spaces due to the lack of legal protection. To address this issue, we collaborated with the multi-award-winning sculptor, Cristina Jobs to create a giant hyper-realistic baby equipped with a non-stop-crying sound system.
Ergebnis
Only four days after the baby's placement, the Ministry of Equality reached out to us. We met with the Spanish Government on February 14, and they are now drafting legislation to protect breastfeeding mothers. • €1.8m earned media • 210m media impressions • +75k signatures on change.org • +4m reach on social media • 1 MEETING WITH THE SPANISH GOVERNMENT