In the early hours of Mother’s Day, five giant inflatable breasts came into view across London’s skyline as part of a statement making campaign to fight the stigma around breastfeeding and pumping in public.
The five boobs vary in size, with the smallest standing at 3m and the largest at 6m tall. They are designed to represent a diverse range of women and each one has been positioned at a key location around the city, which are in in support of the social movement around breastfeeding. These including Grind Shoreditch, in the heart of Old Street, Village Underground alongside their iconic tube carriages, Neutral on Colombia Road, Ely’s Yard and Huntington Estate in east London.
The UK has one of the lowest rates of breastfeeding in Europe. #FreeTheFeed aims to empower women to feel safe and comfortable breastfeeding or pumping anytime, anywhere and encourage the British public to support them.
Almost half (45%*) of UK mothers say that everyday life situations, such as office meetings, prevent them from breastfeeding or pumping due to common perceptions of nudity in public. #FreeTheFeed aims to both empower women to feel safe and comfortable breastfeeding or pumping in public.
The boobs were blooming on both Sunday and Monday.
Tania Boler, CEO of Elvie said, “The #FreetheFeed campaign 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.”
*Research conducted by Censuswide on behalf of Elvie in July 2018 with over 1,000 UK female respondents aged 18-80 years
About Elvie:
Founded in 2013, Elvie is a British brand developing smarter technology for women. Elvie creates extraordinary products to improve women’s health and their lives.
Their first product, Elvie Trainer, is an award-winning pelvic floor trainer and app that helps women strengthen the pelvic floor via fun, five-minute workouts. Elvie Trainer is recommended by more than 1,000 health professionals worldwide to enhance pelvic floor muscle training and is available on the NHS in the UK.
Elvie Pump launched in September 2018, unveiling world-first technology. Elvie Pump, a completely redesigned breast pump, is a truly silent, wearable pump that fits discreetly into a standard nursing bra. No cords, no wardrobe changes, no fuss and instead connects to a free smartphone app with smart features. Automatically monitoring milk flow and tracking pumping sessions for each breast, the app gives women the option to control the pump from their phones, avoiding the need to fiddle with buttons on the pump inside their bra.
For more information visit www.elvie.com
