Frida
Project: The Uncover
The Uncover
In France, breastfeeding in public remains controversial. Mothers face harassment every day. Maternity-wear brand, Frida, wanted to normalise and destigmatise breastfeeding. We designed a cover that made breastfeeding as normal as reading a magazine.
01The Context
Despite the benefits of breastfeeding, doing it in public in France remains a controversial issue and a reported 17% of breastfeeding mothers have faced harassment.
02The Move
To help Frida, a maternity-wear brand, normalise and destigmatise breastfeeding. And to help mothers feel safe breastfeeding wherever and whenever they want to.
03The Action
Breastfeeding should be as normal as reading a magazine. So, we created an innovative cover that turned any reader into a breastfeeding person.
04The Impact
The Uncover used by readers, celebrities, influencers and journalists. 40,000+ petition signatures and hundreds of public spaces declared themselves safe for breastfeeding.
Let’s talk
Ready to make an impact? Build something brave? Let’s do it together.
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