You are using an outdated browser. Please upgrade your browser to improve your experience and security.


body proud mums

Latest campaign founded on new research that shows over 80% of mums have compared their bodies after giving birth to unrealistic ideals portrayed in the media.

Parenting retailer mothercare is launching Body Proud Mums, a new campaign that champions the post-birth body, and represents a part of motherhood that isn’t represented in marketing.

Body Proud Mums was created by mcgarrybowen and launches this week. It has been developed after research that shows that more than half of mums are not proud of their post-baby bodies despite the growing cultural movement for body positivity and anti-body shaming.

The campaign combats unrealistic ideals and directly tackles the pressure to “lose the baby weight” and magically bounce back – an issue that is reinforced through the media and marketing within the category. By showing 10 portraits of real mums and their post-birth bodies, Body Proud Mums aims to help more mothers feel more positively about their own bodies.  The 10 images will be showcased across social and on TfL’s network, whilst a private launch event will take place at the OXO2 on the capital’s Southbank on 26th February.

All imagery was shot by photographer Sophie Mayanne who, in 2017, pledged not to digitally manipulate skin in her work. Sophie added: “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.”

The campaign was born from the City Hall and TfL ‘Women We See’ competition in which it was the runner-up. The competition was launched in July last year to encourage advertisers to create more positive and inclusive campaigns, moving away from harmful gender stereotypes, after research carried out by UCL revealed that Londoners didn’t feel represented by most of the adverts they saw around the capital. Following entries from more than 90 brands and advertising agencies, the submissions were reviewed by a panel of judges comprised of advertising and media industry experts and City Hall and TfL representatives, who were looking for campaigns to act as a catalyst to change perceptions and drive change in the industry.

Heidi Alexander, Deputy Mayor for Transport said: "London’s diversity is our greatest strength, so it is important that we challenge the disparity between the way women are represented in adverts and the women we see around us every day in the capital. mothercare has created a fantastic campaign and demonstrated its commitment to spreading a positive and empowering message and capturing the diversity of the women in our city. We want the “Women We See” competition to encourage other brands to tackle the way we represent women in advertising, ensuring that women at the heart of London’s success, are given the representation they deserve."

Liz Day, parenting consultant at mothercare said: “We hope that these honest photos showcase the diverse reality of the post-birth body and offer reassurance for mums that every body is beautiful and unique. From surgical scars to stretch marks, we want to celebrate and support – through our work with charities NCT and PANDAS - the true journey of motherhood and that includes the physical changes to the body.”

Angus Macadam, Executive Creative Director, mcgarrybowen said: “This incredibly powerful campaign builds on the work we have been doing with mothercare over the last six months focusing back on mothercare’s heritage of caring for parents. Part of that is looking after mums, who can feel negatively about their body post-birth – a situation compounded by the imagery of perfect mums with perfect bodies that they are surrounded by. We wanted to highlight that all mums’ bodies have performed a miracle and this campaign highlights that in a beautiful and understated way. We’re immensely proud.” 

United Airlines: Brand campaign...2

United Airlines: Brand campaign...2

DAZN: Raw Sport

DAZN: Raw Sport