For the UK Mother’s Day last Sunday, ad agency Mother placed an enormous sculpture of a breast in Shoreditch, London. The artwork promotes #freethefeed, a campaign which aims to encourage less judgement around breastfeeding in public.

“It’s hard to believe that in 2017 UK mothers still feel watched and judged when feeding in public, by bottle or breast,” says Mother on its website. “This was our Mother’s Day project,” it continues. “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.”