Free the Feed!

What’s the first thing that comes to mind when you think about Mother’s Day? Flowers, cards and a big box of truffles? How about a six metre wide breast on top of Huntington Estate rooftop in Shoreditch? In the spirit of Mother’s Day, Londonewcastle collaborated with creative agency, Mother London, to promote the freedom of breastfeeding in public. The giant breast caused quite the stir in Shoreditch on Sunday 26th March, with many locals taking to social media to report their unexpected sighting, which ultimately resulted in the trending of #freethefeed.

It is a fact that a vast number of mothers across the country feel scrutinised and judged when breastfeeding in public, a natural phenomenon that should be socially accepted within every community worldwide evoking admiration and pride, not shame and embarrassment. It is fair to say that this campaign by Mother London succeeded in making a positive impact about raising awareness on the normality breastfeeding, because after all, if a giant inflatable breast on a rooftop in Shoreditch doesn’t address the elephant in the room, then I don’t know what will.