Nala takes a stand for breastfeeding mums with roaming billboard outside Virgin terminal

Intimates brand Nala, working with activation and PR agency MVMNT, has hit the streets this morning with a roaming billboard outside Virgin’s terminal and office, carrying an important message in response to reports that a women’s health doctor was asked to leave an airport business lounge for pumping breast milk.

The billboard read:

It’s just a boob.
It’s 2025.
It’s time to get comfortable.
Nala xx

The breastfeeding mother involved said she was told by staff that she was making people feel “uncomfortable” by expressing milk in the lounge. Nala’s campaign aims to highlight the stigma and unnecessary discomfort breastfeeding and expressing mothers continue to face in everyday spaces.

This is not the first time the Melbourne-born brand has addressed the issue. In 2023, Nala floated a giant boob down the Yarra River with the same tagline It’s Just a Boob, in protest against censorship by US tech platforms. In 2024, it launched the Sorry to Offend You campaign featuring Simone Holtznagel and her daughter Gia, which drew complaints to Ad Standards.

Client: Nala
Activation and PR Agency: MVMNT Agency