Giant inflatable breasts return all over London roofs to support breastfeeding in public

Giant inflatable breasts have once again taken all over London roofs. To do away with the stigma surrounding public breastfeeding, giant inflatable breasts have made a comeback after the 2017’s first #FreeTheFeed campaign. Hence, if you’re in London for Mother’s Day you might as well encounter giant inflatable breasts on London rooftops.

According to Unilad, the giant boobs were installed by Elvie, a tech company which enhances women’s lives through innovative technology which now aims to help women feel safe, empowered and comfortable while breastfeeding in public as part of the 2017’s #FreeTheFeed campaign.

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We’ve smuggled four inflatable breasts onto rooftops in London this morning! How else do you think we’d celebrate UK Mother’s Day? But no, there’s a reason: Today we’ve launched #FreeTheFeed to help fight the stigma around breastfeeding and pumping in public. #FreetheFeed is an invitation to everyone to stand with all those women that have felt shamed or confined when breastfeeding or pumping. We want to empower mothers to feel safe and comfortable to feed how and where they choose to. Get involved by sharing your breastfeeding or pumping pic (old or new) with #FreeTheFeed! Or you can share this pic. Don’t forget to tag @elvie. Check out our stories for updates and see where we planted each boob! #womenempowerment #motherhoodunplugged #normalizebreastfeeding #breastfeeding #breastfeedingmom #liquidgold #breastpump #elviepump #momlife #mumlife #mothersday #momtobe #mumtobe #womensupportingwomen #womenempoweringwomen

A post shared by Elvie (@elvie) on Mar 31, 2019 at 12:49am PDT

Just recently a case of Ariana Elder, a mother of two, made headlines after she was reportedly asked her to stop breastfeeding, ironically while in a waiting room at a hospital that specializes in medicine for women and children by the security guard.

In fact, we have seen countless instances where a woman is being thrown out from public places for doing the very normal, healthy habit-breastfeeding. This installation of giant inflatable boos on the roofs all makes all the more sense for a country like the UK which is recorded to have one of the lowest rates of breastfeeding in Europe.

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Yes, it’s April Fool’s Day. No, this isn’t a joke. Inflatable breasts really have appeared on several east London rooftops in aid of the #FreeTheFeed campaign. You'll find them in the following locations until the end of today: 📍 Shoreditch Grind 📍 Village Underground 📍 Columbia Road 📍 Ely’s Yard 📍 Bethnal Green Road #London #UK #Britain #British #UnitedKingdom #England #English #Art #Travel #Traveler #artoftheday #WorldTraveler #Instatravel #Travelgram #Traveling #Trip #TravelPhoto #Wanderlust #WorldTraveling #artistic #WorldTravel #artsy #TravelingTheWorld #travelphotography #photography #streetphotography #streetart #onthego #streetlife

A post shared by Nico Pops (@nico_pops_) on Apr 1, 2019 at 9:14am PDT

The #FreeTheFeed campaign hence, to do with the stigma surrounding breastfeeding in public hopes to stand up to this issue, raise awareness of a woman’s right to breastfeed in public, and “empower women to feel safe and comfortable breastfeeding or pumping anytime, anywhere’’ the Belfast Telegraph UK quotes.

The inflatable breasts, according to Belfast Telegraph UK  will be in position from March 31 to April 1 at Shoreditch Grind, Old Street; Village Underground, Holywell Lane; Neutral, Colombia Road; Ely’s Yard, Brick Lane, and Huntington Estate, east London.