Instagram | @monpetitgourmand

Giant Inflatable Boobs Have Suddenly Appeared All Over London England

Yes, you read that headline correctly. So it should go without saying, but be warned: this article has pictures of giant inflatable boobs. So if you have nosy co-workers, you might have to do a bit of explaining to help them understand that it's actually for an awesome cause.

Breastfeeding carries a certain stigma.

Unsplash | Dave Clubb

Even though it's a totally natural process, many societies view breastfeeding as something that should be hidden. Any mom who's breastfed her kids knows what it's like to get disapproving looks or have to cover things up.

A tech company's trying to change that.

Instagram | @elvie

Elvie, a company dedicated to innovations to help women, teased something big for Mother's Day (in the U.K., Mother's Day falls in late March). The teaser campaign showed massive shadows of something big and round converging on London.

Of course there's a hashtag.

Instagram | @elvie

If you read the headline, saw the boob-shaped shadows, and read the hashtag (it's trending on Twitter), you probably have an idea of what's going on here. We just want to call attention to Elvie's awesome teaser campaign.

I'm glad you asked, Fraser.

Twitter | @fraser_hawkshaw

To those following Elvie on social media, they knew what was up. But for others, these giant inflatable boobs just appeared on rooftops overnight. What could it all mean?

It's about destigmatizing breastfeeding.

Instagram | @elvie

The logic is simple: if breastfeeding is taboo because people can't handle the sight of a woman's breast, why not (metaphorically) beat them over the head with the sight of a woman's breast?

It's an eye-catching campaign.


A good viral marketing campaign surprises everybody and encourages them to seek out more information. Elvie's #FreeTheFeed seems to have accomplished that. People out and about on Mother's Day certainly took notice.

Moms gave their take.

Instagram | @elvie

Using the hashtag, Elvie showed some of the messages of support they've gotten. While the campaign is an attention-grabber, the experiences of these moms should be enough to drive the message home.

There were five boobs in all.

Instagram | @monpetitgourmand

The detailed inflatable boobs were placed in prominent positions throughout Shoreditch in London. They were mounted at Village Underground, The Old Truman Brewery, Huntingdon Insutrial Estate, and both 49 and 55 Columbia Road.

I don't think that conversation really happened.

Twitter | @makesmilk

Regardless, here's Elvie's take: "Every woman has the right to decide how and where they feed their children without feeling guilty or embarrassed about their parenting choices. #FreeTheFeed is an invitation to stand with all those women that have felt shamed or confined when breastfeeding or pumping."

Yeah, Elvie. Everyone has.

Instagram | @elvie

This post seems a little bit unnecessary. I mean, Elvie put gigantic boobs all over rooftops in England's biggest city, over a busy weekend. Trust me, everyone has seen the boobs, Elvie.

It's empowering for women.

Instagram | @elvie

"We want to empower women to feel safe and comfortable breastfeeding or pumping in public and encourage the British public to support them breastfeeding in public," reads a statement on Elvie's site.

They're out there for all to see.

Instagram | @elvie

Plenty of people have no problem at all with breastfeeding. Unfortunately, it's not really enough to change the tide and create a society where breastfeeding is truly considered to be no big deal.

Public breastfeeding should just be a thing.

Instagram | @elvie

Considering the lengths women can be made to go to — rigging up some elaborate cloaking device or ducking into a cramped bathroom stall — it just makes sense to not make a big deal out of breastfeeding.

The campaign was a success.

Instagram | @elvie

It's too early to see any kind of big, long-lasting changes, but Elvie's campaign certainly grabbed everyone's attention and inspired many women to come out and show their support.

Tell us what you think!

Twitter | @sophxthompson

Shouldn't we just get over the stigma and not make a big deal out of people's bodies? That's my take, but we want to know yours. Let us know what you think of #FreeTheFeed in the comments!