Residents of Shoreditch, London woke up this Mothering Sunday to a quizzical and somewhat unexpected view. A giant inflatable breast, with a very prominent nipple hovered over the heads of passersby. But this wandering boob wasn’t in fact lost, it was exactly where it wanted to be and it actually had a very important point to make.

It was part of a project by creative agency Mother London who are trying to normalise breastfeeding in public spaces with their campaign #FreeTheFeed. As they said on their blog “It’s hard to believe that in 2017, U.K. mothers still feel watched and judged when feeding in public, by bottle or breast.”

When a city as culturally cosmopolitan as London can still inflict stigma on an act that is so fundamentally natural it makes you question just how far we’ve really come. It may be 2017 but if a woman still feels embarrassed to breastfeed in public there are some definite changes that need to be made. This is something that the Mother Projects initiative is trying to impart. Each of their campaigns highlights an issue that they passionately feel needs to be addressed and on Mother’s Day, who better to celebrate?

So for now, women of London and the world, the next time you hesitate before feeding your child in public remember that the only shame lies with the people shaming you. Look to the magnificent sky boob and #FreeTheFeed!