Intimates brand, Nala, has rolled out a roaming billboard truck this morning in response to reports that a women’s health doctor was allegedly 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 xx
The breastfeeding mother claims staff told her she was making people feel “uncomfortable” by pumping in the lounge. Nala’s message of “it’s time to get comfortable” is a direct response to the incident.
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 standards.
