Yes, you read that headline correctly. So it should go without saying, but be warned: this article has pictures of giant inflatable boobs. So if you have nosy co-workers, you might have to do a bit of explaining to help them understand that it’s actually for an awesome cause.
I’m glad you asked, Fraser.
To those following Elvie on social media, they knew what was up. But for others, these giant inflatable boobs just appeared on rooftops overnight. What could it all mean?
It’s an eye-catching campaign.
A good viral marketing campaign surprises everybody and encourages them to seek out more information. Elvie’s #FreeTheFeed seems to have accomplished that. People out and about on Mother’s Day certainly took notice.
Breastfeeding carries a certain stigma.
Even though it’s a totally natural process, many societies view breastfeeding as something that should be hidden. Any mom who’s breastfed her kids knows what it’s like to get disapproving looks or have to cover things up.
Of course there’s a hashtag.
If you read the headline, saw the boob-shaped shadows, and read the hashtag (it’s trending on Twitter), you probably have an idea of what’s going on here. We just want to call attention to Elvie’s awesome teaser campaign.
There were five boobs in all.
The detailed inflatable boobs were placed in prominent positions throughout Shoreditch in London. They were mounted at Village Underground, The Old Truman Brewery, Huntingdon Insutrial Estate, and both 49 and 55 Columbia Road.
It’s about destigmatizing breastfeeding.
It’s empowering for women.
The campaign was a success.
It’s too early to see any kind of big, long-lasting changes, but Elvie’s campaign certainly grabbed everyone’s attention and inspired many women to come out and show their support.
They’re out there for all to see.
Yeah, Elvie. Everyone has.
This post seems a little bit unnecessary. I mean, Elvie put gigantic boobs all over rooftops in England’s biggest city, over a busy weekend. Trust me, everyone has seen the boobs, Elvie.
I don’t think that conversation really happened.
Regardless, here’s Elvie’s take: “Every woman has the right to decide how and where they feed their children without feeling guilty or embarrassed about their parenting choices. #FreeTheFeed is an invitation to stand with all those women that have felt shamed or confined when breastfeeding or pumping.”
Moms gave their take.
Using the hashtag, Elvie showed some of the messages of support they’ve gotten. While the campaign is an attention-grabber, the experiences of these moms should be enough to drive the message home.
Public breastfeeding should just be a thing.
Considering the lengths women can be made to go to — rigging up some elaborate cloaking device or ducking into a cramped bathroom stall — it just makes sense to not make a big deal out of breastfeeding.
Tell us what you think!
