In Chile, breastfeeding on the streets is not considered legal. This facilitated many acts of discrimination and prejudice from citizens who are opposed to this very natural practice.
The number of mothers who felt discriminated by this problem increased by 49%.
We needed to make everyone aware of this and we needed to generate conversation throughout the country in order get this issue pass the congress and make a law that should have always existed.
We went into the only place where women can show their breasts, without any kind of rejection, prejudice, or discrimination: a strip club.
That's why we decided to enter the biggest strip clubs of Santiago so that they could welcome mothers who needed to breastfeed their children and make a statement.
In order to accomplish this, we built a space inside the strip club from scratch: an adaptable leather chair, special customizable lighting, soundproof panels and different relaxing music, in order to make the experience enjoyable for both mother and child.
We needed to grab everyone's attention, and it had to be quick. Therefore we explored an aggressive strategy and addressed a very controversial issue, with a very controversial idea.
This was key in order to bring awareness. But most importantly, good or bad repercussions, would create a conversation between Chilean people.
Firstly, we approached the strip clubs and asked them to join our cause. Then, we installed the specially designed space that could welcome mothers.
Our next task was to invite mothers in, and we did it with a short film that presented the problem to invite them to breastfeed in the strip club; for this invitation we used real the strip club workers. At the end of the film we asked mothers to join the cause, and we asked everybody to sign the online petition that could help us call this issue to congress.
The number of mothers who felt discriminated by this problem increased by 49%.
We needed to make everyone aware of this and we needed to generate conversation throughout the country in order get this issue pass the congress and make a law that should have always existed.
We went into the only place where women can show their breasts, without any kind of rejection, prejudice, or discrimination: a strip club.
That's why we decided to enter the biggest strip clubs of Santiago so that they could welcome mothers who needed to breastfeed their children and make a statement.
In order to accomplish this, we built a space inside the strip club from scratch: an adaptable leather chair, special customizable lighting, soundproof panels and different relaxing music, in order to make the experience enjoyable for both mother and child.
We needed to grab everyone's attention, and it had to be quick. Therefore we explored an aggressive strategy and addressed a very controversial issue, with a very controversial idea.
This was key in order to bring awareness. But most importantly, good or bad repercussions, would create a conversation between Chilean people.
Firstly, we approached the strip clubs and asked them to join our cause. Then, we installed the specially designed space that could welcome mothers.
Our next task was to invite mothers in, and we did it with a short film that presented the problem to invite them to breastfeed in the strip club; for this invitation we used real the strip club workers. At the end of the film we asked mothers to join the cause, and we asked everybody to sign the online petition that could help us call this issue to congress.
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- BRAND:
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- AGENCY:
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