Everything Booby: London Skyline Full Of Ti*s To Destigmatise Breastfeeding

by | April 8, 2019

Boobs are out in full solidarity to destigmatise breastfeeding in public and stop people from shaming mums, who choose to prioritize their child’s well being over society enforced taboos. #FreeTheFeed campaign has been making waves in the UK for attempting to smash the perceived age-old taboos.

Everything Booby: London Skyline Ti*s Aiming To Destigmatise Breastfeeding

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Everything Booby: London Skyline Ti*s Aiming To Destigmatise Breastfeeding

If you had been wandering around Bethnal Green Road, Village Underground, Shoreditch Grind, Columbia Road or Ely’s Yard in London, on the eve of Mother’s Day, you must have seen few giant inflatable structures perched on top of buildings. Usually, these are billboards, campaign balloons or massive hoardings, but only this time around they were boobs!

Elvie, a female focused tech company, is pioneering #FreeTheFeed campaign to smash the taboo around breastfeeding in public and their methodology is insanely genius: visualize and normalize the source of controversy itself- the boobs. These casually hanging around, up to six meters tall, breasts have been put up on five locations across London in order to address the negative stigma against public nursing.

Elvie released a public statement on their website stating:

“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.”

The campaign has received widespread attention on social media, from news outlets and public. Tania Boler, CEO and Founder- Elvie, in her quote to media said that this campaign is an invitation to people, to stand with mums who felt confined or shamed while pumping or breastfeeding. The giant boobs most probably will raise a few eyebrows but will also make sure nobody is able to overlook the fact that the stigma is a way to repress women.

The massive mammaries, lining the London sky, also underline the message of body positivity with towering breasts in every shape, size and color. The unmissable giant structures were on a fleeting visit and were uninstalled the next morning but the message to de-objectify breasts and destigmatise breastfeeding is loud and clear.

On a separate note, I am just curious to know how many breastfeeding shamers fainted at the sight of boobs overlooking through the sky 🙂

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