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Mothercare’s new campaign aims to normalise images of post-natal mothers

By on Tuesday, February 26, 2019

A new campaign launched by Mothercare intends to challenge unrealistic images of new mothers and their bodies post childbirth.

The campaign, titled ‘Body Proud Mums’, features a series of 10 images, each of a different mother with a story to share.

When it comes to representation, around 61% of mothers feel that their pre and post-natal experiences are not reflected in the media. According to new research commissioned by Mothercare, more than half of new mums are unable to feel proud of their bodies after giving birth. The research also reveals that over 80% of UK mothers have compared their post-birth bodies to unrealistic images, with a quarter feeling the most pressure from the media.

Transport for London are proudly backing the campaign, with the ‘honest’ ads set to be displayed in Tube stations across London, championing diversity and motherhood.

The campaign imagery was shot by photographer Sophie Mayanne who, in 2017, pledged to never digitally manipulate skin in her work.

Sophie said: ‘The images depict the raw and incredibly emotional experience of childbirth. The aim is for mums of all shapes and sizes to be able to identify with these photos in one way or another, and to feel more confident with their imperfections.”

Mothercare hope to inspire mothers to celebrate their post-baby bodies by the campaign as it hopes to spark positive conversation about body image after childbirth.

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