Why a Blow Up Breast Is the Latest Site to See in London

London’s Shoreditch neighborhood is currently being watched over by a giant, anatomically correct blow-up breast. It’s all part of the Mother Projects’s #FreeTheFeed initiative to end the stigma surrounding breastfeeding. What better way to do that than make one very big, very public statement?

As Adweek reports, the goal is to celebrate a woman’s right to choose how to feed her children, whether that be via bottle or breast. “It’s hard to believe that in 2017, U.K. mothers still feel watched and judged when feeding in public, by bottle or breast,” said the sponsors. “The project is ‘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 underneath is also plastered with #FreeTheFeed flyers and information, so no passerby can miss the fact that this particular body part is a feminist statement.

A giant breast is perhaps the perfect protest art in the age of Instagram. The more people stop to take a photo with it, the more people learn about #FreeTheFeed. The images and responses to the work so far have been overwhelmingly positive.

The stunt got plenty of love both for its message of acceptance and for the very public way it went about sharing it. “Our love for #FreeTheFeed is almost as big as this breast,” wrote one fan. “As a new father I couldn’t agree more with this,” said another.

Let’s hope this breast stands guard over London for a long, long time.

Read more from Yahoo Style + Beauty:

• Candice Swanepoel defends breastfeeding: ‘It’s not sexual, it’s natural’

• A mom made a breastfeeding Barbie to teach kids about parenting

• Parenting in the age of Instagram

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