A Real & Raw London Ad Campaign Highlights Women’s Post-Baby Bodies

A Real & Raw London Ad Campaign Highlights Women’s Post-Baby Bodies
B&T Magazine
By B&T Magazine



A new ad campaign running throughout London’s Underground highlights women’s post-baby bodies, without the use of digital retouching.

The Body Proud Mums campaign for Mothercare aims to show “a part of motherhood that is rarely seen in media,” according to the retailer.

The real and untouched campaign features 10 photos of women holding their babies and wearing just underwear, with stretch marks, scars and other physical effects of pregnancy on full display.

Mothercare parenting consultant Liz Day told CNN the retailer wanted to “celebrate the fact that all women are so different, even though often that’s not shown in advertising and photography.”

Screen Shot 2019-03-26 at 8.52.51 am

Tesha, who was photographed 26 weeks after giving birth, said she was initially “devastated” and “ashamed” of her “new” body.

She said, however: “I’m learning that this is the new me now. My stretch marks are going nowhere and nor is my scar; they are reminders that without them I wouldn’t have my son.”

The Body Proud Mums campaign was created for Transport for London’s “The Women We See” competition, which called on entrants to produce ads that “reflect London’s diversity, feature women from all backgrounds and move away from harmful gender stereotypes.”

Screen Shot 2019-03-26 at 8.53.00 am

As the contest’s runner-up, Mothercare received £50,000 ($AU92,793) of digital advertising space.

Mothercare found women to participate in the campaign via open casting calls and social media posts.

Screen Shot 2019-03-26 at 8.52.42 am

The ads appear in more than 30 Tube stations across London, on LCD screens and escalator panels, as well as social media.




Please login with linkedin to comment

Advertising childbirth untouched advertising

Latest News

Tara Ford To Serve On Titanium Jury At Cannes Lions
  • Advertising

Tara Ford To Serve On Titanium Jury At Cannes Lions

Tara Ford, chief creative officer of The Monkeys and Accenture Song, is set to serve on the Titanium jury at this year’s Cannes Lions International Festival of Creativity. The Aussie adland legend said that she “can’t wait” to join the panel of judges and that the Award was particularly close to her heart. “Titanium is […]

“Be Like A Skunk At A Garden Party”: Author Patrick Radden Keefe On Investigating Pharma
  • Marketing

“Be Like A Skunk At A Garden Party”: Author Patrick Radden Keefe On Investigating Pharma

Patrick Radden Keefe (pictured), author of global bestseller, Empire of Pain, talked to B&T‘s Nancy Hromin at the Samsung Jaipur Literary Festival about reputation laundering, aggressive marketing strategies and the privilege of still being able to practice pure journalism and be paid for it. Keefe’s in-depth reporting in publications such as The New Yorker and […]