Mothercare campaign celebrates reality of childbirth
In 2019, Mothercare launched a campaign called "Beautiful, Isn’t She?" in collaboration with Transport for London. Displayed in London Underground stations, it features honest portraits of new mothers to challenge unrealistic depictions of post-natal life.
A mother with a newborn is a timeless subject in art and religious imagery. However, the physical effects of childbirth on women have often been hidden. Even today, open discussions about the impact of birth are rare, and media often celebrates women who quickly return to their pre-birth bodies. This new campaign, shown in 30 tube stations, aims to show a more truthful side of motherhood.
Mothercare's Body Proud Mums campaign showcases "a part of motherhood rarely seen in media." The childcare retailer says it seeks to normalize mothers' experiences, spark positive conversations, and help mums feel confident and proud of their bodies. They believe all mums are beautiful because their bodies have performed a miracle.
Photographed by British photographer Sophie Mayanne, the campaign includes ten portraits of new mothers holding their babies. The photos are unedited, showing birth effects like scars and stretch marks without hiding them. Each portrait is captioned: "Beautiful, isn’t she." Mayanne explains the goal is for mums to relate to the photos and feel confident in their imperfections.
Research commissioned by Mothercare reveals that over half of new mothers struggle to feel proud of their bodies post-birth, and four out of five compare themselves to unrealistic images. Many admit to using social media filters on their post-natal photos. One mother, Tina, expressed her frustration with maternity wear brands using skinny models with fake bumps, making real pregnant women feel fat instead of glowing. She hopes this campaign shows real women of all shapes and sizes embracing their bodies.
This campaign is part of a larger trend emphasizing diversity and real experiences, especially following the #MeToo movement. It was created for Transport for London’s 'The Women We See' competition, which aimed to produce ads reflecting London's diversity and challenging gender stereotypes. As the contest's runner-up, Mothercare received £50,000 of digital advertising space, leading to this impactful campaign.
