Warum es Riesenbrüste über den Dächern von London gibt: Aktion #freetheFeed

Plötzlich tauchen in den sozialen Medien Bilder von Häusern mit Riesenballons auf Dächern in Form von weiblichen Brüsten. Diese Ballons sind zwischen drei und sechs Meter hoch und sind alles andere als ein April-Streich.

Wer Bescheid weiß, taggt sie mit #freetheFeed. Hier ist der Hintergrund:

Bei #freetheFeed handelt es sich zugleich um eine ernsthafte Aktion mit gesellschaftlichen Hintergrund und saugut gemachtes Guerilla-Marketing!

Dahinter steckt die Firma Elvie, die Hersteller und Vertreiber von technologisch fortgeschrittenen Milchpumpen (geräuschlos!) und preisgekrönten Beckenbodentrainer (affiliate Link, also Werbung) ist. Tania Boler, CEO, also Chefin der Firma sagt, dass die Kampagne #freetheFeed eine „Einladung an alle, den Frauen beizustehen, die sich heruntergesetzt oder eingeschränkt fühlen, wenn sie stillen oder Milch abpumpen“. Die Firma ermutigt damit die britische Öffentlichkeit, sie beim Stillen in der Öffentlichkeit zu unterstützen.

Und sie fügt hinzu:  „Wir wissen, dass die großen Brüste bei einigen Erstaunen auslösen, aber wir wollten dafür sorgen, dass niemand mehr das Stigma übersieht, dem Frauen ausgesetzt sind“.

Also #freetheFeed ist eine Aktion für das Stillen – auch in der Öffentlichkeit!

Schaut euch das Video an – oder die Instagram Bilder #freetheFeed weiter unten:

 

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Couldn’t find a better shot to say a belated Happy Mother’s Day to all mothers. #freethefeed is a celebration of every woman’s right to choose when and where she decides to feed her kids. Least to say, Columbia road was booby blooming this Sunday 🙃 . . . . . .. . . . @secret.london #tv_living_nm2#london#theprettycities#prettylittlelondon#timeoutlondon#mysecretlondon#betterhomesandgardens#mydomainetravels#strideby#florals#londongram#ilovelondon#visitlondon#streetphotography#londonstreets#thisislondon#tlpicks#cntraveler#lovegreatbritain#mytinyatlaslondon#nottinghill##facadelovers#postcardplaces#londres#londra#seemycity#iamatraveler#londoninbloom

A post shared by Yasmin 📸 London & Food (@yasgoesto) on Apr 2, 2019 at 12:30am PDT

 

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Gigantic breast-shaped balloons are appearing all over London as part of a campaign highlighting the stigma that mothers breastfeeding in public still face in the British capital. The goal of the #FreetheFeed campaign, which first made headlines with its head-turning inflatable boobs in 2017, is to “remove the shame and sexualization around [breastfeeding],” according to the movement’s founder, Ana Balarin, the executive creative director of advertising agency Mother London. • “Breastfeeding and pumping is an inherent part of having a small baby,” Balarin told Yahoo Lifestyle. “It literally comes with the package.” • The breast balloons, the smallest of which are ten feet tall, were designed by Mother London in a range of skin tones, and have been appearing on buildings, benches, and other public spaces across London since March 26, the day the U.K. celebrates Mother’s Day. According to UNICEF, breastfeeding rates in the U.K. are among the lowest in the world. A 2019 U.K. survey of 2,000 British women found that one in three had been forced to pump their milk in a bathroom while at work. More than half of respondents said their employers showed little to no support for breastfeeding mothers. Joining the #FreetheFeed campaign this year was Elvie, a U.K. femtech firm that has developed a silent wearable breast pump that they hope will make the pumping process easier for mothers. Photo via @elvie

A post shared by Women in the World (@womenintheworld) on Apr 3, 2019 at 11:16am PDT

 

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Yes, it’s April Fool’s Day. No, this isn’t a joke. Inflatable breasts really have appeared on several east London rooftops. It’s all in aid of the #FreeTheFeed campaign, to make more British women feel comfortable breastfeeding in public. 🍈🍈👀 – You’ll find them in the following locations until the end of the day: 📍 Shoreditch Grind 📍 Village Underground 📍 Columbia Road 📍 Ely’s Yard 📍 Bethnal Green Road 🎥: @elvie

A post shared by Time Out London (@timeoutlondon) on Apr 1, 2019 at 8:15am PDT

 

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This is such a fantastic idea! Inflatable boobs around London for the #FreeTheFeed campaign #Repost @elvie ・・・ Unfortunately we couldn’t keep our inflatable boobs as a permanent feature in London, but even though they’ve now been taken down it’s never too late to get involved! Join our #FreeTheFeed campaign and share your public breastfeeding or pumping pics, old and new! Tag a friend below and get them involved! ⁣ We’ve had such positive feedback from our community and so many of you have been sharing your breastfeeding and pumping pics – we hope you keep the conversations going in your groups and friendship circles as we promise to do throughout the rest of the year! It’s not over! Let’s #FreeTheFeed! ⁣⠀

A post shared by The Guilty Feminist (@theguiltyfeminist) on Apr 5, 2019 at 7:53am PDT

 

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If this doesn’t start your weekend off right, we don’t know what will. Earlier this week @elvie launched #FreeTheFeed to help fight the stigma around breastfeeding and pumping in public. #FreeTheFeed is an invitation to everyone to stand with women who have felt shamed or confined when breastfeeding or pumping. Elvie wants to empower mothers to feel safe and comfortable to feed how and where they choose to. Get involved by sharing your breastfeeding or pumping pic (old or new) with #FreeTheFeed! 💃🏽: Elvie brand ambassador and new mom @carlyrowena supporting the #FreeTheFeed campaign . . . . . . . . . . #normalizebreastfeeding #freethenipple #breastfeeding #motherhood #strongwomen #elvie #motherhoodrising #feedinginpublic

A post shared by Coalition Snow (@coalitionsnow) on Apr 5, 2019 at 2:15pm PDT

Wie findet ihr das? Brauchen wir eine #freetheFeed  Aktion auch in den deutschen Städten?

Liebe Grüße,

Béa

Zur Transparenz, wie immer: Wir haben keine Kooperation mit Elvie und werden nicht bezahlt, dass wir diesen Beitrag bringen. Lediglich ein kleiner Affiliate Link ist in diesem Text untergebracht.