New Delhi:
Giant inflatable breasts have once again taken all over London roofs. To do away with the stigma surrounding public breastfeeding, giant inflatable breasts have made a comeback after the 2017’s first #FreeTheFeed campaign. Hence, if you’re in London for Mother’s Day you might as well encounter giant inflatable breasts on London rooftops.
According to Unilad, the giant boobs were installed by Elvie, a tech company which enhances women’s lives through innovative technology which now aims to help women feel safe, empowered and comfortable while breastfeeding in public as part of the 2017’s #FreeTheFeed campaign.
Just recently a case of Ariana Elder, a mother of two, made headlines after she was reportedly asked her to stop breastfeeding, ironically while in a waiting room at a hospital that specializes in medicine for women and children by the security guard.
In fact, we have seen countless instances where a woman is being thrown out from public places for doing the very normal, healthy habit-breastfeeding. This installation of giant inflatable boos on the roofs all makes all the more sense for a country like the UK which is recorded to have one of the lowest rates of breastfeeding in Europe.
The #FreeTheFeed campaign hence, to do with the stigma surrounding breastfeeding in public hopes to stand up to this issue, raise awareness of a woman’s right to breastfeed in public, and “empower women to feel safe and comfortable breastfeeding or pumping anytime, anywhere’’ the Belfast Telegraph UK quotes.
The inflatable breasts, according to Belfast Telegraph UK  will be in position from March 31 to April 1 at Shoreditch Grind, Old Street; Village Underground, Holywell Lane; Neutral, Colombia Road; Ely’s Yard, Brick Lane, and Huntington Estate, east London.
