ICYMI: A gigantic boob appeared in London and there’s a good reason why

Certainly eye-opening.

Given the fact that London has one of the most diverse and distinct skylines in the world, it's very unlikely that any new additions would go unnoticed by the vast majority. This is particularly true when it comes to a gigantic inflatable breast that was recently turning heads in Shoreditch. In case you're wondering, there's a very good reason for this creative piece of anatomical art and the idea stems from Mother London, a creative agency that hopes to raise awareness about the social stigmas that are surrounding breastfeeding. In a blog post they said that : "It’s hard to believe that in 2017 UK mothers still feel watched and judged when feeding in public, by bottle or breast. 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." Mother London were trying to raise awareness for their campaign via #FreeTheFeed and it appears that their initiative has won plenty of admirers. https://twitter.com/motherlondon/status/846404316533608448 https://twitter.com/KrisPoB/status/846665736122720256 https://twitter.com/sophxthompson/status/846013952106606592 We're not the only people that are left wondering about their next social campaign. https://twitter.com/MagdalenaSat/status/846743863469453312