Last Sunday was Mother's Day in the U.K., and a creative ad agency that happens to be named Mother itself wanted to make a big, bouncy statement for the occasion. So they put a giant inflatable breast on top of a building in London's Shoreditch neighborhood.
While the massive mammary was certainly worth gawking at no matter the context, the agency explained that it was meant to highlight the stigma mothers feel about breastfeeding.
"It’s hard to believe that in 2017 U.K. mothers still feel watched and judged when feeding in public, by bottle or breast," the company 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." The building itself was plastered with signs bearing the hashtag #FreeTheFeed.