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Giant breast erected on top of London building to counter stigma over breastfeeding

By WITW Staff on March 29, 2017

In honor of Mother’s Day in the U.K., British advertising agency Mother London unveiled a giant inflatable breast — complete with a nipple — on top of a building in the Shoreditch area of London. In a statement from the advertiser’s website, Mother London explained that the project was meant as gesture of support for women who had been made to feel embarrassed or ashamed for feeding for their babies in public.

“It’s hard to believe that in 2017, U.K. mothers still feel watched and judged when feeding public, by bottle or beast,” Mother London wrote in a blog post. “This was our Mother’s Day project. A celebration of every woman’s right to decide how and where they feed their children without feeling guilty or embarrassed about their parenting choices. #FreeTheFeed.”

While even staunchly conservative institutions such as The Vatican have spoken up in defense of breastfeeding mothers, women continue to routinely get kicked out of events, and supermarkets, for breastfeeding — even at more open-minded events such as TED’s annual women’s conference in San Francisco. Major figures, such as current U.S. President Donald Trump, have also had their issues with breastfeeding. During a deposition in 2011, Trump reportedly called a lawyer “disgusting” after she asked if she could take a break to pump breast milk.

Read the full story at Adweek.


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