In 2018, Mother London and Elvie covered London in huge boobs to normalize breastfeeding and pumping in public, challenging social stigma with humor, beauty, and scale.
‘Free The Feed’ featured five giant sculptural breasts installed on rooftops across London. Each was designed to celebrate the power and naturalness of feeding, appearing above major landmarks for Mother’s Day. The installation quickly became viral, drawing global media coverage and sparking widespread discussion around motherhood and equality.
Free The Feed won three major international awards, including recognition for experiential design and social impact. It cemented Elvie’s role as a fearless voice in the femtech space, willing to start awkward but necessary conversations.
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The campaign proved that bravery and playfulness can coexist in purpose-led marketing – and that visibility is sometimes the boldest form of change.
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