Forget the chocolate and flowers for Mother’s Day 2019, because this year, Elvie wanted to give new mums a bigger and breastier gift; the freedom to feed and pump with pride. But in order to do that, they needed to smash the taboo around breastfeeding and destigmatize the subject. So, what better way to do it than by inflating five giant breasts, all of varying size and skin tones, across the London skyline, inviting anyone who has ever felt shamed or confined when feeding in public to #freethefeed. With no direct product push it really was simply about the message. The campaign achieved a massive reaction, reaching nearly 3.7m social feeds & 3k organic shares that weekend alone. Check out more of their great work at https://www.elvie.com/

Huge thanks to:
Village Underground, Neutral Digital, Tanja, The Truman Brewery and everyone else who showed support for this good cause.