Last June, coming with her family for a visit to the Louvre, a Franco-American was refused the right to breastfeed her child by an agent in one of the galleries.
In the days following the incident, her story received an avalanche of support on social media.
From now on, her face is highlighted alongside others, in a "raw, without artifice" poster campaign, produced by the brand specializing in breastfeeding clothes Tajinebanane and massively distributed on the sidelines of World Health Week. breastfeeding, from October 17 to 23, in Marseille, Paris and Brussels.
“Breastfeed everywhere.
All the time ?"
For the purposes of this campaign, 6 breastfeeding women and mothers were photographed in action in public places (tramway, restaurant, park, shop, laundromat, museum).
On each of the photos is inserted a screenshot of a derogatory comment, in the same spirit as those received by certain mothers on the networks.
“We guys don't want to see that, it's embarrassing for us”, comments a user for example.
Or again: "What horror, what indignity... at this rate soon we will let them lay in the middle of the street".
On the wall, next to these pictures, another poster challenges passers-by with a question on a black background “Shocked?
We too” and a QR code referring to the brand manifesto, signed last year by several public figures including midwife Anna Roy, politician Marlène Schiappa and swimmer Laure Manaudou.
Another version of this poster also calls for “breastfeeding everywhere.
All the time ?".
Read alsoMother slapped for breastfeeding in public: why so much hatred for the nursing breast?
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#milktamère 2022 campaign of the brand Tajinebanane Studio Bohème
Fight against verbal and sometimes physical violence
With this operation, declined on social networks with the brand's popular hashtag, #milktamère, the founder of Tajinebanane, Alison Cavaillé, hopes to challenge and raise general awareness of the situation of breastfeeding in France in 2022.
“Fighting against the precariousness and loneliness of young mothers, against discrimination at work, against the verbal and sometimes physical violence of which they are victims is a priority, she underlines in the press release of the campaign.
Supporting and protecting breastfeeding is the responsibility of everyone, from government, to healthcare professionals, to employers, individuals and co-parents.”
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#milktamère 2022 campaign of the brand Tajinebanane Studio Bohème
In parallel with the campaign, the brand is also promoting a t-shirt, available in breastfeeding (€49) and non-breastfeeding (€44) versions.
It bears the brand's signature slogan: "milktamer".
100% of the profits from this sale will be donated to the association En avant tout(s), which fights against gender equality and gender-based and sexual violence.
