Giant boobs have begun popping up all around London but you don’t need to start preparing to fight these breast-shaped alien invaders, as the inflatable boobs are a part of the #FreetheFeed campagin, which was created in order to destigmatize breastfeeding and pumping breast milk in public.
“The #FreetheFeed campaign is an invitation to everyone to stand with all those women that have felt shamed or confined when breastfeeding or pumping,” said Tania Boler, CEO of Elvie, the femtech firm that developed the campaign, said. “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.”
The four large breasts, which varied in shape, size, and color, were placed around London on Sunday morning without much warning, causing a great deal of speculation from onlookers who tried to figure out why there was a gigantic boob sitting on a skyscraper. As it turns out, they come from a campaign designed to make women feel more comfortable with the idea of breastfeeding in public.
— Philip Morgan Lewis (@philmorganlewis) April 1, 2019
Hopefully, the campaign encourages society to celebrate moms feeding their babies when they are hungry instead of demonizing them for it. Because while breastfeeding is obviously a completely natural way for a mother to feed her baby, many still immaturely express their disapproval when they see a mom breastfeeding (rather than just looking literally anywhere else and moving on with their lives). At the very least, it may spark a conversation that forces people to acknowledge the outdated bias against breastfeeding moms.