Mother London’s campaign

A few weeks ago I was scrolling down across Shoreditch when my eyes fall into this giant inflatable breast on the top of a building in.

I really was wondering what was it and I remembered that I’ve read an article in Timeout.
This giant inflatable breath installed during Mother’s day weekend indeed is a PR campaign to raise awareness around the social stigmas of breastfeeding under the #freethefeed.

Moreover, the campaign was explained by flyers posted on the wall of the same building.

This campaign created by a London-based creative agency was meant to spread a social message and at the same time to induce a shock about breath feeding!

Mother London explained their campaign in a blog post by saying that ‘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.’

Capture d’écran 2017-04-14 à 09.27.24.pngPhoto by me

What would you think if you saw this giant breath on the top of a building?

Would you understand by yourself what is it for ?

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