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

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

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

Creating Efficiencies in the Age of Consumer Privacy
  • Marketing

Creating Efficiencies in the Age of Consumer Privacy

In this opinion piece, Jess Miles, Country Manager ANZ of Integral Ad Science, reflects on the questions surrounding consumer data. The ability to collect consumer data online has revolutionised digital advertising by enabling customised targeting strategies and data collection. This reliance on data has been the cornerstone of many audience targeted strategies enabling marketers to […]


by Kathleen Farmilo

Kathleen Farmilo
Jye Smith Named President Of Vibewire Board
  • Media

Jye Smith Named President Of Vibewire Board

After ten years of board leadership of the young entrepreneurial collective Vibewire, Founder & Co-CEO of Disruptors Co. Gavin Heaton is passing the torch to fellow strategy and creative leader Jye Smith, Founder and Director of branding and design studio DOUBLESTAR CO, who will now take over as Board President.

Australian CDP Lexer Raises $33.5M In Funding
  • Technology

Australian CDP Lexer Raises $33.5M In Funding

Lexer, the Customer Data Platform for brands and retailers, today announced it has raised AU$33.5 million in Series B funding, bringing its total funding to AU$43 million. The round was led by Blackbird Ventures and King River Capital, with Series A investor January Capital also participating. Blackbird’s Rick Baker will join the Lexer board. The […]