The campaign was developed by Elvie, a tech company aimed at making women's lives easier.

By Maressa Brown

April 4, 2019

Breastfeeding and pumping to make sure your little one is satiated is challenging enough for moms. The last thing anyone needs is to be shamed or judged for simply trying to feed their child. And yet, stigma around these everyday acts remains all over the globe. It's an issue that Elvie, a femtech company behind a wireless pump and other products meant to make women's lives easier, is devoted to addressing. In 2017, they launched their "Free the Feed" campaign with a single giant breast placed on a London rooftop. And this past weekend, on Sunday, March 31, which was the U.K.'s Mother's Day, Elvie took the campaign to the next level by placing five realistic, inflatable breasts of varying sizes, shapes, and colors all around London. 

The company pointed to research they conducted as just one of many reasons the campaign is so important: They found that almost half of U.K. 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 tells Parents.com exclusively of the inspiration behind the campaign: "There’s been a taboo around women’s bodies for centuries, and what better way to shift the conversation, than giant boobs? The #FreetheFeed campaign is meant to celebrate women talking more openly about their bodies, while destigmatizing breastfeeding and pumping in public." 

Boler elaborated on the mission in a public statement: “The #FreetheFeed campaign is an invitation to everyone to stand with all those women that have felt shamed 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.”

Londoners certainly couldn't overlook the inflated breasts—or pass up an opportunity to take a photo.

Here's hoping that by going bigger this year, Elvie made an even bigger impression and went even further to squash the stigma around breastfeeding and pumping in public.

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