Nursery Today magazine

Free the feed

Across London people have been taking pictures of a peculiar sight – massive, inflatable breast balloons perched on rooftops and roadsides.

The giant installations are part of a campaign called #FreeTheFeed (launched in 2017 by Ana Balarin, Executive Creative Director, Mother London).

This year, Elvie, a U.K. based femtech firm, joined forces with Mother London to “empower women to feed their babies when they want where they want!” Elvie is no stranger to advocating for breastfeeding mums. The women’s health tech company has pioneered what they say is “the world's first silent wearable breast pump.” With the #FreetheFeed campaign, Elvie and Mother London hope to “invite” the public to stand in solidarity with women trying to feed their children.

“The #FreetheFeed campaign is an invitation to everyone to stand with all those women that have felt shamed or confined when breastfeeding or pumping,” Tania Boler, the CEO and Founder of Elvie, told the Huffington Post UK. “We know the giant bοοbs will raise a few eyebrows, but we want to make sure no one overlooks the way that this stigma has been used to repress women.”

The Elvie Pump is distributed in the UK by bébélephant: Telephone: 0844 858 9792


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