Five giant boobs are promoting breastfeeding on the London skyline

Mother London creates Mother's Day activation for women's tech brand Elvie

Published On
Apr 02, 2019

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Five giant inflatable breasts graced the London skyline this past weekend on U.K. Mother's Day, promoting breastfeeding on behalf of Elvie, the women's technology company whose products include a breast pump and pelvic floor trainer.

The campaign is a continuation of Mother London's "Free the Feed," project, which started in 2017 with a single giant boob on a London rooftop, but this time it's gone large. The five mammries vary in size, with the smallest standing at 3m and the largest at 6m tall. They are designed to represent a diverse range of women, and each one has been positioned at a key location around the city, including Grind Shoreditch, in the heart of Old Street, Village Underground alongside their iconic tube carriages, Neutral on Colombia Road, Ely’s Yard and Huntington Estate in East London.

The campaign is designed to highlight the benefits of breastfeeding, as the U.K. has one of the lowest rates of breastfeeding in Europe. Research conducted on behalf of Elvie found that almost half of U.K. mothers say that everyday life situations, such as office meetings, prevent them from breastfeeding or pumping due to common perceptions of nudity in public.

Tania Boler, CEO of Elvie said, “The #FreetheFeed campaign is an invitation to everyone to stand with all those women that have felt shamed or confined when breastfeeding or pumping. We know the giant boobs will raise a few eyebrows, but we want to make sure no one overlooks the way that this stigma has been used to repress women.”