Meaghan Kirby
March 30, 2017 8:04 am

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.

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

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.”

Here, here!