This ad agency put a giant inflatable boob on the roof of a building to fight breastfeeding stigma
Despite the fact that we’re living in the year 2017, there’s still some serious stigma about breastfeeding in public. On Mother’s Day in the UK (March 26th), a London-based ad agency, Mother London, decided to get the conversation about breastfeeding going by placing a large inflatable breast on top of their building in Shoreditch.
The campaign #FreeTheFeed is designed to promote acceptance of breastfeeding in public, something mothers all over the world struggle with. While it may look provocative, we think it’s the perfect way to grab people’s attention and get the conversation going about the need for freedom to breastfeed.
In case you missed it. Yesterday was #MothersDay.
We put a giant breast in Shoreditch… #FreeTheFeedhttps://t.co/Ebd9mmOVgb pic.twitter.com/TakyeTyP0W
— Mother London (@motherlondon) March 27, 2017
The breast was accompanied by fliers from Mother London that read, “It’s hard to believe that in 2017 UK mothers still feel watched and judged when feeding in public, by bottle or breast. This was our Mother’s Day project. 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. #FreeTheFeed.
The ability to nourish your baby in public without feeling shamed is so important and is something that’s not being addressed enough. We love how Mother London took on this important topic and addressed it in such a loud and eloquent way.
Mother London’s executive creative director, Ana Balarin, spoke with AdAge’s Creativity about the campaign and revealed that as a new mom, the campaign hit close to home.
She said, “Whatever your choices in life, you shouldn’t be judged. Feeding shouldn’t be taboo, it shouldn’t be hidden and mothers shouldn’t have to shy away from being mothers. But for many, they do. We wanted to show how this can be blown out of all proportion.”
