Just A Coffee: A Film to Normalise and Encourage Breastfeeding in Public

Just a Coffee is a short, story-led film designed to reassure and empower mothers to breastfeed in public. Its simple but powerful goal: to change perception and behaviour through authentic storytelling. The film follows a mother’s inner thoughts as she reflects on her fears about breastfeeding in public, before finding support and reassurance from other mums in a welcoming café.

Created by 2 Pears Films and Narrative Alchemy in partnership with Leicester City Council, the project used relatable storytelling and a meaningfully developed social media campaign to challenge stigma and build empathy. This campaign shows how story-driven content can reflect the realities of a woman’s breastfeeding journey and we can help you develop your own campaign.

Phase One: Teasers - Building Anticipation

To spark early interest, we produced five short teaser clips designed for social media. Each 9:16 portrait-format film captured a brief, emotionally resonant moment from the film, crafted to spark curiosity and conversation online.

  • We paired key lines from the script with simple on-screen text to create connection and anticipation.

  • Countdown timers added a sense of excitement and community engagement ahead of the release.

Outcome:
The teasers transformed Just A Coffee into an online storytelling experience that invited audiences to reflect, share, and join the conversation.

Phase Two: Trailers - Deepening Connection

In addition to the teasers, we produced three longer trailers, each focusing on a distinct stage of Meg’s emotional journey:

  • Trailer 1: Meg’s early struggles and isolation.

  • Trailer 2: Her growing confidence as she meets other mums.

  • Trailer 3: Her transformation: calm, connected, and empowered.

All trailers were optimised for mobile (portrait 9:16) and fully subtitled to ensure accessibility and engagement.

Phase Three: The Film - Maximising Reach

To reach the widest audience possible, we re-edited Just A Coffee into five one-minute segments for social media.

Why this worked

  • Wider reach: Short clips perform better on social platforms.

  • Sustained engagement: Multiple releases kept audiences returning.

  • Cross-platform appeal: Each segment worked as both standalone and part of the full narrative.

All segments were subtitled and formatted for socials to maintain emotional impact, accessibility, and consistency across platforms. This adaptive approach allowed the campaign to reach more people, while staying true to the film’s heart.

Phase Four: Subtitled Version - Making It Accessible to All

We also released a fully subtitled version of the film to make it accessible to all audiences.

Benefits of subtitles:

  • Inclusive for those who are deaf or hard of hearing

  • Easy to follow in quiet or sound-off environments

  • Improved comprehension and engagement

  • Ready for translation and international reach

By prioritising accessibility, we ensured Just A Coffee could be understood and appreciated in any context — amplifying its reach and emotional resonance.

The Impact:

Through a mix of story-driven filmmaking and strategic social media design, Just A Coffee evolved from a short film into a powerful awareness campaign; sparking empathy, dialogue, and lasting engagement.

Key Takeaways:

  • Storytelling with purpose: Narrative as a tool for real social change.

  • Accessibility first: Portrait format, subtitles, and inclusive design.

  • Emotional authenticity: Grounded in real experiences and community voices.

  • Sustained engagement: Multi-phase rollout for lasting impact.

Let’s Tell Your Story

If you’re developing a campaign that aims to inspire empathy, shift perception, or spark change, 2 Pears Films can help you bring it to life.

Contact us to find out how authentic, story-led filmmaking can make your message resonate.