#BodyProudMums was not just the first time postpartum bodies have been seen in advertising, these beautiful prints were a celebration of an aspect of motherhood that is rarely portrayed in any area of the media.
Over 80% of mums in the UK have admitted comparing their post-baby bodies to unrealistic ideals, with 90% of women aged 18-25 expecting their bodies to compete with celebrities and what they see in the media.
This campaign won second place in the TFL Women We See competition, which challenged brands to create work with gender diversity.
The work won two pencils at D&AD and was shortlisted for the Glass Cannes Lions.
Photography by Sophie Mayanne
Awards
D&AD Wood Pencil (Poster Campaign)
D&AD Wood Pencil (Casting)
D&AD Shortlist (Press Campaign)
D&AD Shortlist (Existing Sites Poster Campaign)
D&AD Shortlist (Photography)
D&AD Impact Shortlist (Equality & Diversity)
D&AD Impact Shortlist (Health & Wellness)
Cannes Glass Lions Shortlist
One Show Shortlist (Billboards & Transit)
One Show Shortlist (Health & Wellness)
Campaign BIG Awards Gold (Retail Campaign)
APG Strategy Awards Gold
Winner, Creative Review Photography Annual 2019 - Ads Of The Year
Print Of The Week: LUERZER’S ARCHIVE
Ad Of The Day: Campaign Magazine
Editor's Pick: Ad Age