The new campaign, which was conceived by Elvie and launched by Mother and Talker Tailor Trouble Maker, aims to empower women to feel more confident to breastfeed in public places and feel comfortable when doing so.
Over two days, beginning on Mother's Day last Sunday (31 March), four giant boobs of different skin tones and sizes were placed in locations around London – including Shoreditch, Brick Lane, Columbia Road Flower Market, and Liverpool Street.
Between 3m and 6m tall each, the installations aimed to raise awareness in support of the social movement around breastfeeding. The UK has one of the lowest rates of breastfeeding in Europe. Almost half (45 per cent) of UK 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 ashamed 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."