This media campaign is an example of how grassroots mobilisation and the power of citizen marketing can shed a light on a little known topic such as breastfeeding and make it go viral within 24-hours of launching. After publishing the video on Facebook in January 2017, it was viewed 2 million times in 2-days. and to this days it has clocked up over 5 million views.
The campaign has since been picked up and covered by the Independent, BBC and many other international media outlets, thanks to its translation and localization.
Behind the scenes: