Why Giant Boobs Have Popped Up Across London

Giant inflatable boobs varying in size, shape and colour have been popping up all over London in a bid to destigmatise breastfeeding and pumping in public.

For years women have been told to cover up or go somewhere private in order to feed their own children, now U.K. femtech firm Elvie is fighting back.

The campaign #FreeTheFeed is all about empowering women to feel free, safe and comfortable to breastfeed wherever and whenever they need to.

“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,” Tania Boler, CEO of Elvie, told The Huffington Post.

The boobs range from three metres to six metres tall and have popped up in different locations, including Tanja's Roof, in the heart of East London, Neutral on Colombia Road, Ely’s Yard in Brick Lane and Huntingdon Estate, Shoreditch.

The campaign has certainly raised a few eyebrows, with many taking to social media to share snaps of the inflatable bosoms.

It's not the first time the big boobs have popped up. #FreeTheFeed was launched my creative agency Mother London on Mother's Day in 2017 but since not much has changed, they've reappeared.

It all comes on the back of new research by law firm Slater and Gordon that revealed one in three breastfeeding mums in the U.K. said they had to use the bathroom at work to express milk.

READ MORE: Mum Told To "Cover Up" While Breastfeeding Has The Best Response

More than half of the 2,000 respondents who had breastfed in the past five years were forced to pump in places such as a staff room or a car and highlighted a lack of workplace support after having a child.

Just last month, a bunch of inflatable boobs, from small to big and from fake to pierced, were floated down canals in Amsterdam in celebration of women's bodies.

The campaign was driven by research which revealed that nearly 78 percent of women had felt embarrassed by their breasts at some point in their lives.

READ MORE: Breastfeeding Model Claps Back After Outrage In The Best Way

It's hoped the campaigns will spark conversations about breastfeeding and what it means to be both a woman and a mother.