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Mother London Put a Giant Boob on Top of a Building to Make a Statement About Breastfeeding

#FreeTheFeed promotes a non-judgmental approach to feeding

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If you spent this past Sunday—which was Mother’s Day in the U.K.—walking around the Shoreditch area of London, you may have seen a giant inflatable boob with a very prominent nipple sitting on top of a building.

Said boob wasn’t there solely for shock and awe. Said boob was there to make a point. “It’s hard to believe that in 2017, U.K. mothers still feel watched and judged when feeding in public, by bottle or breast,” explained a blog