Giant inflatable breasts are adorning rooftops in London, drawing the attention of tourists and locals alike – and it turns out the apparitions have nothing to do with April Fool’s Day or Brexit.
They have more to do with Mother’s Day, which was last Sunday in Britain.
The breasts have been placed on rooftops as part of a campaign to de-stigmatise breastfeeding in public.
A #FreetheFeed campaign is designed to inspire women to feel safe and comfortable breastfeeding, wherever they might be while nursing their child.
Elvie, described as a smart tech company for women, is said to be behind the breasts, with its chief executive, Tania Boler, telling The Huffington Post: “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.
Giant breast on London rooftop
“The #FreetheFeed campaign is an invitation to everyone to stand with all those women that have felt shamed or confined when breastfeeding or pumping,” Boler said.
A survey by British law firm Slater and Gordon earlier this year found that one out of every three breastfeeding women said they had to use the restroom at work in order to pump milk.
Tourists are capturing memorable images of the campaign for posterity before the inflatable breasts disappear.
Humps for 250 yards #FreeTheFeed #ElviePump We’re up and about in London this morning smuggling breasts onto rooftops! Why? Because we’re making a stand to support and empower women to feed their babies when they want where they want! pic.twitter.com/cKtjhorqwB
— Elvie (@elvie) March 31, 2019
Written by Peter Needham
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