On Sunday 26th March, Mother’s Day in the UK, there was a strange site London. Perched on the top of Mother London’s HQ in Shoreditch there was a giant inflatable breast.
This was an iniative by creative agency Mother: London (the UK’s largest independent advertising agency) part of the Mother Projects initiative, this is something they underake when the agency tries to solve a problem or highlight an issue it feels passionate about. This is to highlight the problem of women who might feel embarrassed or judged while feeding their babies in public.
“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.
They ran a hashtag with the campaign, #freethefeed, which resulted in the public sharing some candid pictures.
— Koral Ibrahim (@koral_5) March 27, 2017
— MAMAVA (@MAMAVA) March 28, 2017
It is sad that in 2017 there is still the need to have a campaign like this, but this is undoubtedly an eye opening campaign to those who saw it.