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

Headshot of Kristina Monllos

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 post from Mother London.

Part of the Mother Projects initiative, where the agency tries to solve a problem or highlight an issue it feels passionate about, the effort from the creative team is about helping women who might feel embarrassed or judged while feeding their babies in public. 

The project is “a celebration of every woman’s right to decide how and where they feed their children without feeling guilty or embarrassed about their parenting choices,” according to the agency’s post.

That something as natural as feeding children (via breast or otherwise) is a stress point for women in 2017 seems absurd. Why should anyone care about how a human woman is feeding her child? But societal pressures are very real, and it’s hard to ignore dirty looks or snide comments. Maybe an inflatable boob in the middle of London can help spark a conversation about feeding stigmas.

More pics below.

@KristinaMonllos Kristina Monllos is a senior editor for Adweek.