Inflatable boob erected on roof in London to promote breastfeeding
In a bid to dispel stigma surrounding breastfeeding in public, an advertising company in London erected a giant inflatable breast, complete with life-like (not life-size) areola and nipple.
Mother London had the boob - singular - placed on the top of a building in the Shoreditch area of the city to celebrate Mother's Day, which was last Sunday in the UK and Ireland.
"It's hard to believe that in 2017 UK mothers still feel watched and judged when feeding public by bottle or beast," they wrote in a blog post.
"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. #FreeTheFeed."
The reaction on social media was positive, and, not surprisingly, people couldn't help but share pictures from all angles online.
Amy Croffey is a The Sun-Herald columnist and Daily Life reporter with Fairfax Media.
Get the Morning Edition
Sign up for our daily wrap of the news you need to start your day.