01

THE CHALLENGE

Save the Children wanted to encourage mothers in Singapore to breastfeed.

02

THE INSIGHT

For many mothers, the hard part isn't feeding. It's feeding in public, where people stare and judge.

03

WHAT WE DID

With copywriter Michelle Fun, I created a proud, direct illustrated breast whose nipple is a sticker. Supporters wear it to show they stand with nursing mothers, turning bystanders into allies.

04

THE IMPACT

We won the 2014 Cannes Young Lions Singapore competition in Print and represented Singapore at Cannes Lions.