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Mothercare, 'Body Proud Mums' by mcgarrybowen
How many times have you looked at or watched an ad and thought, yep that’s exactly what I look like? Not many of us, probably.
Izzy Ashton
Deputy Editor, BITE Creativebrief
Mothercare
Research shows that more than half of mums are not proud of their post-baby bodies despite the growing cultural movement for body positivity and anti-body shaming. #BodyProudMums combats unrealistic ideals and directly tackles the pressure to “lose the baby weight”.
- Agency:
- mcgarrybowen London, London
Disciplines
Advertising/CreativeSector
Retail
Bite Insight
How many times have you looked at or watched an ad and thought, yep that’s exactly what I look like? Not many, probably. Unless you were blessed with the legs of a gazelle, or Giselle, and the face of an angel. In which case, lucky you.
But nowhere is this discrepancy more true than with new mums. Mothercare conducted research revealing that over half of new mothers did not feel proud of their body after giving birth, with 80% of mothers in the UK admitting they’d compared their post-birth figure to unrealistic ideals.
Working with mcgarrybowen they created ‘Body Proud Mums’, a campaign starring 10 diverse, real mums and their new babies. The imagery, which will be used across social and the TFL network, focuses on the beauty and reality of the post-birth body, aiming to combat unrealistic ideals and the pressure often placed on new mums.
The campaign makes a powerful visual statement, showcasing a side of motherhood not yet represented in marketing despite the advance of body positivity in other spheres. The choice to shoot real mums means that women can now identify with what the ad is showing them, removing the disparity between advert and our reality.
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