The Body Shop social campaign

The Body Shop is a trusted global brand that uses their platform to produce a history of successful social campaigns that address issues including HIV, child trafficking and domestic violence.
The brief was to create a new campaign for The Body Shop, highlighting a topic that was thought provoking and emotive. 

I chose to focus on a niche yet relevant issue, one that is still viewed to be a taboo topic: breastfeeding in public. Women are constantly bullied and made to feel embarrassed for feeding their baby.

I wanted to address the social issue from the baby’s viewpoint by portraying them as a criminal, implying that they are guilty of an act that is not a crime. The mugshot concept prompts consumers to challenge their own opinions and hopefully reminds them that it is a mother’s right to feed her baby.

Services: Conceptual. Campaign. Advertising.

All Images are used for mock up purposes only. I do not own the rights to the photographs used for this project.