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