Giant Inflatable Breast Takeover London

By Staff on Wednesday, April 3, 2019

Elvie, a smart tech company for women, and Mother PR launched an awareness campaign on Mother’s Day to fight the stigma around breastfeeding by positioning five inflatable breasts across London.

The five boobs varied in skin tone and size, the smallest standing at 3m and the largest at 6m tall, and were designed to represent a diverse range of women.

They were seen at Columbia Road, Village Underground, Ely’s Yard, Bethnal Green Road, and Shoreditch Grind.

Tania Boler, CEO of Elvie explains that “The #FreetheFeed campaign is an invitation to everyone to stand with all those women that have felt shamed or confined when breastfeeding or pumping.”

Indeed, a study by Slater and Gordon looks into the difficulties mothers have whilst breastfeeding due to unsuitable places to breastfeed or pump milk. It shows that almost 1 in 3 women report having problems with their supply, infections and anxiety. Additionally, almost 30% of mothers stated that they stopped breastfeeding earlier than they would have liked.

These are some of the issues Elvie’s campaign is trying to highlight. Tania adds that “We know the giant boobs will raise a few eyebrows, but we want to make sure no one overlooks the way that this stigma has been used to repress women.”