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Mother London exposes a massive breast for UK Mothers Day #FreeTheFeed

Mother London exposes a massive breast for UK Mothers Day #FreeTheFeed

There it is, lurking like Rover from The Prisoner: A massive inflatable human breast, complete with 3-D areola.

For once, though, this novelty boob wasn’t a “look at me!” stunt for breast cancer charities. This one was all about motherhood.

March 26 was Mother’s Day in the UK, and to mark the occasion Mother London decided to celebrate breastfeeding.

In their short blogpost, the agency stated:

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.

Promoted with the hashtag #FreeTheFeed, the installation got quite a bit of buzz on Instagram.

Silly? Sure. But so is treating women as sexual objects when they’re feeding their babies.

I am Creative Director at Acart Communications, a Canadian Social Issues Marketing agency. Read more