BIPOC intimates brand Mayana is advocating for public breastfeeding in a new campaign, emphasizing that it’s a human right.

The brand crashed the Toronto Blue Jays series against the Los Angeles Dodgers at the end of April with a breastfeeding flash mob of 42 people wearing “Bust The Stigma” jerseys. Mayana commemorated the event in a hero video, which supplies statistics related to criticism and prejudice against breastfeeding.

The moms also carried signage with statements like, “take ‘em out at the ball game.” A website for the initiative provides additional information on the right to breastfeed in public, along with useful advocacy and education tools for breastfeeding parents.

Mayana’s campaign references the fact that 42% of Canadian moms have experienced criticism, shaming and prejudice for nursing in public. As part of the campaign, Mayana has also released 42 limited edition bras, with a portion of proceeds going toward The New Mom Project, a Toronto-based charity that supports marginalized parents with essential infant supplies.

“Breasts are still highly sexualized and mothers are being vilified for simply feeding their babies. Even in 2024, we’re still battling this censorship, which is why we knew we had to take bold action to support the right to breastfeed everywhere,” says Iva Prkacin, creative director at Anomaly. “It was so powerful to stand alongside 42 breastfeeding moms with a unified goal of taking a stand to normalize one of the most natural things on earth. This isn’t an individual struggle; it’s a larger societal issue.”

Mayana, a socially conscious intimates brand for women, says it is on a mission to de-stigmatize the shame around women’s health and wellbeing. The brand is Anomaly’s latest and second Equal Advantage client, a program that started as a passion project from a group of BIPOC Anomaly talent to support small businesses, and which expanded into a diversity, equity and inclusion program that provides pro bono agency services to BIPOC-owned businesses.

“We created Equal Advantage here at Anomaly,” explains Candace Borland, partner and CEO of Anomaly Toronto. “It’s an Anomaly-led initiative to help BIPOC-owned-and-run businesses grow and succeed through creativity and strategy.”

“We could not be prouder to support the brand in sparking this movement and initiating a very important conversation,” Borland says. “We not only want to see ourselves represented in the work that we do, we also take pride in being agents of change, both of which are incredibly present with the ‘Bust the Stigma’ campaign.”

Borland tells strategy that the 60-second hero video is only on the Mayana website for now, alongside #BustTheStigma social testimonials, adding that it received a lot of exposure via the Rogers Centre Jumbotron screen.