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London giant chest balloons spark a national conversation about breastfeeding

Giant inflatable breasts were placed on the roofs at four locations in London Sunday to coincide with the united kingdom, the celebration of mother’s day as part of a campaign to de-stigmatize breastfeeding and pumping in public.<br data-cke-eol=”1″>
(iStock)

The April Fools’ Day, but this boob balloons are no joke.

Giant inflatable breasts were placed on the roofs at four locations in London Sunday to coincide with the united kingdom, the celebration of mother’s day as part of a campaign to destigmatize breastfeeding and pumping in public.

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Elvie, smart-tech company for women, launched the #FreetheFeed campaign and located boob balloons of different sizes and skin tones around London to inspire all women to feel safe and comfortable to breastfeed whenever and wherever they may be at nursing of their child.

“We know the giant breasts gets a few eyebrows, but we want to make sure that no one overlooks the way in which this stigma is used to suppress women,” Tania Boler, CEO of Elvie, told The Huffington Post.

“The #FreetheFeed campaign is a call to everyone to stand with all women who felt ashamed or limited when breastfeeding or pumping,” Boler said.

The campaign seems to fight back against the stigma around breastfeeding, as cases in which companies tell women to cover up when nursing their child in public continue to make headlines. One in three women who are breastfeeding, said she had to use the toilet at work to pump milk, according to a survey conducted by law firm Slater and Gordon earlier this year.

In a pool of 2,000 women who breastfed in the last five years, more than half were forced to pump in an “unsuitable place, including a staff room, in the car or on their desk, exemplifying the lack of workplace support for new mothers.

Almost 1/3 of the interviewed women reported to have problems with their nutrition, infections, and anxiety. And almost 30 percent of these mothers stopped breastfeeding their children earlier than they would have preferred because of the mentioned problems.

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United kingdom labour law mandates breastfeeding employees have a place to rest, but it is not necessary for staff to have paid leave to pump milk or feed their child, reports The Huffington Post.

The #FreetheFeed inflatables appeared on Tanja’s Roof, in the heart of east London, Neutral on Colombia Road, Ely’s Yard in Brick Lane and Huntingdon Estate, Shoreditch, from 31 March to 1 April, the Irish Independent reported.

Campaign founders hope the balloons spark conversations about breastfeeding and what it means to be a mother who is breastfeeding.

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