Activation: Nala Roaming Billboard Activation
Situation: On Wednesday, September 17th, Movement Agency worked closely with our client, Nala, to deliver a fast turnaround cultural response that made national headlines. Within just 15 hours of alleged reports that a woman’s health doctor was asked to leave a Virgin Australia business lounge for pumping breast milk because she was making people feel "uncomfortable". Movement brought Nala’s message to life with a roaming billboard truck stationed outside Virgin’s terminal and office.
The billboard’s message was clear and impossible to ignore:
It’s just a boob.
It’s 2025.
It’s time to get comfortable.
Nala xx
The activation directly addressed the ongoing stigma and shame still faced by breastfeeding and expressing mothers in public spaces - a statement that perfectly embodied Nala’s fearless brand DNA.
Strategy: With just hours between ideation and execution, Movement Agency developed and delivered a purpose-led creative response designed to highlight the outdated stigma and unnecessary discomfort still faced by women while showcasing Nala’s ongoing advocacy for body positivity and breastfeeding normalisation.
The creative strategy leveraged Nala’s established voice and history of bold, impactful campaigns and activations, connecting this moment to the brand’s broader cultural mission. The message was intentionally simple and defiant - calling out how far society still has to go and reclaiming the conversation.
With its latest stunt, Nala once again held a mirror to society and called for change. It’s time to get comfortable.
Movement handled all creative direction, production logistics, supplier sourcing, and media coordination - managing to brief, design, print and deploy the truck within a single night.
SERVICES PROVIDED
Campaign Ideation and Creative Direction
Message Development
Full Activation Production and Management
Supplier Liaison
Press and Media Coordination
Rapid Response Execution
Results: The activation achieved national media coverage within hours of launch, resulting in 11 pieces of media coverage across leading titles including News.com.au, Mumbrella, B&T, Campaign Brief, Ragtrader and Mediaweek.
The message resonated across social media, with widespread discussion and reinforcing Nala’s reputation one of Australia’s most progressive and disruptive fashion brands - one that stands unapologetically for women, mothers and every body.
