Nearby, flyers carried the hashtag #FreeTheFeed (which was also promoted on social media) followed by the text: “Across the UK, thousands of mothers feel watched and judged when feeding in public, be it from a bottle or from a breast. This is a celebration of every woman’s right to decide how and where they feed their children without feeling guilty or embarrassed about their parenting choices.” An online film extended the campaign.

View all the winning work from The Annual 2018 here.

#FreeTheFeed. Entrant: Mother. ECDs: Ana Balarin, Hermeti Balarin. Creative Producer: Sophie Lloyd. Project Manager: Ben Heap. Producer: Julie Thymann. PR: Tom Wong. Creatives: Marcelo Duarte, Georgina Brisby. Designers: Jon Gregory, Mina Abdurahman.