#FreeTheFeed: Mother London

Ad Agency Mother created a Mother’s Day project for the UK’s holiday (Sunday 26th March), to make a statement against the judgement placed upon mothers who breast feed in public:

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.

So, Mother created a giant inflatable breast and placed it on top of a building in Shoreditch on Sunday. The very detailed and very large breast boldly designed by the creative team aims to spark conversation about the attitudes towards the most natural form of feeding. Alongside the outdoor installation, Mother created a series of posters displaying the hashtag “#FreeTheFeed” and the reasons behind the project.

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I’ve always found it bizarre how people are happy to drink milk from a cow, but heaven forbid another human! This is a fantastic in-your-face, no-f*cks-given approach to a campaign, showing that social design is what we need to ignite conversations about outdated stigmas.

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