Breastfeeding in public is a topic that is still controversial in 2019: part of the population thinks it is normal to breastfeed baby in public while the other finds that it is relatively inappropriate and inappropriate to do it in the eyes of all. Anyway, unusual awareness on the subject recently took place across the Channel, London.
In the United Kingdom, 31 March corresponds to the Mothers' Day. And on this occasion, the brand Elvie, specialized in the marketing of feminine technological products, had the idea to set up an amazing street marketing operation in collaboration with the agency Mother London, by installing giant inflatable breasts on the rooftops of the British capital.
The goal: decomplexing the subject of breastfeeding and lift the feeling of shame (or embarrassment) qSome women may have breast feeding in public. In total, four sculptures were made and whether in terms of shape, size or color, none are alike. Each inflatable breast measures between 3 and 6 meters and are all different.
The awareness campaign was named #FreeTheFeed (literally "free breastfeeding") and you have understood it, it aims to normalize this maternal and natural gesture. Note that this is not not a first for the agency Mother London, since the same initiative had already been undertaken in London to decomplex breastfeeding in public but there was only an inflatable breast at the time (you can also find the article right here). An idea that makes you smile, which of course plays the card of provocation and surprise to highlight a much more important topic of society.
Imagined by: Elvie and the agency Mother London