Mother and Baby

How did we miss this GIANT boob in London?

Mother London free the feed campaign

If you’re one of the millions of London mums out there, we’re sure you’re pretty familiar with the city skyline. Yet last Sunday, an independent creative agency called Mother London changed Shoreditch’s appearance in a big way. We’ll forgive you for missing this giant boob (it was Mother’s Day after all), but it’s symbolic meaning is an important one to talk about – the stigmas around breastfeeding in public.

With the hashtag #freethefeed, the group aimed to promote a non-judgmental approach to feeding in public. Unfortunately, in this modern city, where women’s rights are campaigned for and spoken about, some mothers still experience negative reactions when feeding their child in public.

Mother London Free the Feed

In a blog post, Mother London echoed these thoughts: ‘It’s hard to believe that in 2017, UK mothers still feel watched and judged when feeding in public. This was other 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.’ A message we here at Mother & Baby thoroughly agree with!

For all those who missed the giant boob, here it is in all its glory – enjoy!

Mother London - Free the feed

Have you ever experienced negativity when breastfeeding in public? Comment below – we love hearing from you.

All image credits: Mother London 


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