HuffPost UK brings us the story of four giant inflatable breasts that were installed around London Monday in an effort to destigmatize breastfeeding — part of something the organizers are calling the #FreeTheFeed campaign.

Tania Boler, whose tech firm created the campaign, said, “We know the giant boobs will raise a few eyebrows, but we want to make sure no one overlooks the way that this stigma has been used to repress women.”

And this is the best idea they could come up with?