Move over, flowers and chocolates, the massive boob has arrived to save Mother’s Day.

If your kitchen cupboards are straining under the weight of all those World’s Best Mum mugs, you’ll be pleased to hear that the gift you’ve always wanted (but been too afraid to ask for) is finally ready.

Mothers in the UK were treated to an outrageously huge breast amidst London’s skyline this Mother’s Day.

What? Isn’t that what you want for Mother’s Day?

The advertising firm, Mother London, organized the humongous inflatable breast to raise awareness of (and hopefully lessen) the social stigma surrounding breastfeeding.

Joining in with the #FreeTheFeed campaign to normalize breastfeeding, Mother London wanted to reach out to the mothers of London this Mother’s Day. According to the ad agency’s website:

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

A mother’s right to breastfeed in public is protected under the UK laws on discrimination, though sadly not everybody knows that. As such, it’s not uncommon for women to be asked to stop breastfeeding in restaurants and other public places.

Publicity stunts like this giant breast may go some way to informing more people about the legal right of women to breastfeed in public and, hopefully, prevent more women from being unfairly discriminated against.

The inflatable boob certainly caused quite a stir on social media as people rushed to post pictures of and tweets about the sighting.

The boob itself sat atop a two-storey building in London, looming over the street below. The topic was quickly covered by media outlets keen to show their fingers were on the city’s pulse and the image of the giant boob peering around the side of a tall building went viral on social media.

Mother London certainly did a good job of raising awareness of the stigma of breastfeeding, though, personally, I’m not sure a giant boob is the best way of going about that.

If we want to show that breastfeeding is natural and normal and lovely, then huge nipples casting shadows over London probably aren’t the best way to go about that. If we really want to destigmatize breastfeeding then let’s make breastfeeding mothers feel welcome in public places.