Hong Kong Breastfeeding Mother's Association.

In Hong Kong, most people know that breastfeeding is best for babies. However, without enough public nursing rooms, mothers who choose to breastfeed can only feed their babies in public toilets. The promotion is to fight for legislation to create public nursing rooms. On Dec 1 2007, the Hong Kong Breastfeeding Mothers' Association invited all of the government officials, including the Chief Executive Mr. Donald Tsang, to experience what it is like to eat a meal in a public toilet. Official invitation letters were sent to all government officials, including the Chief Executive Donald Tsang. Invitation cards were then sent to the media regarding the attendance of the Chief Executive. Posters were put up to call for the public to witness and support the event. Guerrilla marketing stickers on the toilet doors, seats and paper dispensers were put up in order to bring to the public's attention the fact that babies are taking their meals in public toilets. Banners had links to the website to arouse awareness and provide information online. A press conference was held for the media. All the above led up to the event day on December 1 2007. Even after the event, the cause was promoted in newspapers, through blogging and on websites. The Chief Executive Donald Tsang did not show up for his meal. However, after the long meeting inside the legislative council, the government has agreed to put the topic on their official agenda. Bronze Promo Lions Winner.

Agency: DraftFCB Shanghai, China.