In March 2019, London residents looked up and saw something unusual across rooftops and public spaces.
Massive inflatable breast installations — nearly 20 feet tall — had appeared in several key locations around the city.
It wasn’t vandalism.
It wasn’t a stunt for shock value.
It was part of a campaign.
The Purpose Behind It
The installations were launched by UK women’s tech brand Elvie, together with creative agency Mother London, as part of the #FreeTheFeed campaign on Mother’s Day.
The message was direct:
Public breastfeeding should not be stigmatized.
Organizers said the goal was to normalize breastfeeding in public and challenge the discomfort many women still face when feeding their babies outside the home.
Why It Sparked Strong Reactions
Breastfeeding is natural — but in many places, it still triggers criticism or awkwardness.
By placing oversized inflatables across London, the campaign forced the issue into public view.
Some people praised it as bold and necessary.
Others called it inappropriate or excessive.
But the campaign achieved exactly what it intended — it made people talk.
Bigger Than a Stunt
The debate wasn’t really about inflatables.
It was about whether society still pressures mothers to hide something that is biologically normal.
Agree or disagree with the method — the conversation reached far beyond rooftops.