Elvie: #FreeTheFeed, 1

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.
Agency: Mother, London

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 empower women to feel safe and comfortable breastfeeding or pumping anytime, anywhere and encourage the British public to support them. The boobs were blooming on both Sunday and Monday.