Being a mother is a job whose conditions differ so dramatically from woman to woman that it frequently feels like one singular term isn’t enough. With social media portrayals of motherhood often sugar coated and pastel coloured, the underlying reality of maternal mental health is too frequently ignored.

The lack of conversation around the subject can leave mums hesitant to share the more emotional side of motherhood, as new research conducted by Maltesers of UK mums reveals. One in six mums feels uncomfortable talking about needing more support or how they regularly feel overwhelmed.

A new campaign created by AMV BBDO for Maltesers ahead of Mother’s Day in the UK invites mums to normalise the conversation about maternal mental health, to set a new societal norm. ‘The Massive Overshare’ aims to help increase both an understanding and recognition around an issue that is frequently undetected and misdiagnosed.   

OOH billboards carry slogans such as, ‘I only fell in love with my son after six weeks. Longest six weeks ever’ and ‘When I look at my baby, I’m filled with love. For my old life.’

Leah Dyckes, Brand Director at Maltesers said: “We know how important it is to talk about the fact that motherhood and parenting can be tough. #TheMassiveOvershare campaign is a brilliant example of how so many mothers experience good days and bad days, ups and downs, but for some mums it can escalate and it’s important they have the right support networks and resources around them.” 

Alongside the joys of motherhood are also the more difficult parts, a reality that has only been brought into sharper focus by the ongoing pandemic. Campaigns like this are a reminder that shifting the narrative around maternal mental health can only occur if we all destigmatize the conversation.