Giant inflatable boobs are popping up over London to encourage us to talk about breastfeeding

They are part of the #Freethefeed from Elvie, a techonology company that specilaises in products for women.

PHOTOS: Giant Inflatable Boobs Appear Across London on Mother's Day

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People Can't Take Their Eyes Off A Giant Boob That Appeared In London To Make A Powerful Statement

Here's Why a Huge Inflatable Breast Is on a London Building

Inflatable Boob Makes Breastfeeding In Public Statement

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Dozens of medical tattooists dress as giant inflatable BREASTS outside Facebook HQ

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A giant inflatable breast appeared in London to make an important point about breastfeeding

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A giant inflatable breast appeared in London to make an important point about breastfeeding

Here's Why a Huge Inflatable Breast Is on a London Building

What are the predictions for the royal baby's name?