Giant inflatable breasts were installed across the city of London on Monday in an effort to destigmatize breastfeeding. 

ADVERTISEMENT

According to HuffPost UK, four giant inflatable breasts of varying sizes and colors were installed in different locations across the town on Sunday morning as part of the #FreetheFeed campaign, which aims to remove negative associations from breastfeeding or milk pumping in public.

Tania Boler, CEO of the tech firm Elvie, which created the campaign, told the news publication earlier this week that the effort is an “invitation to everyone to stand with all those women that have felt shamed or confined when breastfeeding or pumping.”

“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,” she continued. 

A survey released earlier this year found that one-third of mothers who breastfeed have been forced to use a bathroom to express milk after returning to work, according The Guardian.

More than half of mothers who responded to the survey reportedly said they’ve had to express milk in an unsuitable place, like their car or work desk. The majority of mothers also reportedly highlighted a lack of support in workplaces after giving birth.