Nala rolls out roaming billboard to protest breastfeeding stigma
Intimates brand Nala has launched a roaming billboard outside Virgin’s terminal and office after reports surfaced that a women’s health doctor was asked to leave an airport lounge for pumping breast milk.
The announcement:
Intimates brand, Nala, has rolled out a roaming billboard truck this morning in response to alleged reports that a women’s health doctor was asked to leave an airport business lounge for pumping breast milk.
The billboard spotted outside Virgin’s terminal and office had a clear message.
It’s just a boob.
It’s 2025.
It’s time to get comfortable.
Nala xxThe breastfeeding mother claims staff told her she was making people feel “uncomfortable” by pumping in the lounge. That story says everything about how far society still has to go. Nala’s message of “it’s time to get comfortable” is a direct response to such an outdated point of view. The billboard is designed to highlight the old fashioned stigma and unnecessary discomfort still faced by breastfeeding and expressing mothers in everyday settings.
Nala has a long history of taking a stand on issues like this.
In 2023, the Melbourne-born intimates brand famously floated a giant boob down the Yarra River with the same tagline It’s Just a Boob in protest against censorship they had been facing by US tech platforms such as Meta and Google. In 2024, they followed with the fearless Sorry to Offend You breastfeeding campaign featuring Simone Holtznagel and her daughter Gia.
That campaign sparked backlash from the Australian Ad Standards watchdogs and cemented Nala’s reputation as a brand unafraid to challenge outdated standards.
Why does this matter? Because even in 2025, mothers are being shamed for breastfeeding and expressing milk in public spaces. With this latest stunt, Nala is once again holding a mirror to society and calling for change. It’s time to get comfortable.
Credits:
Client: Nala | wearnala.com
Activation and PR Agency: MVMNT Agency | mvmntagency.au
Source: Mvmnt Agency
