Mothercare’s ad praised for showing post-birth mums with pillowy bellies, stretch marks and swollen boobs
MOTHERCARE has been praised for its latest campaign which shows new mums with their natural post-natal bodies.
Swollen boobs, stretch marks and soft bellies are pride of place in the new Body Proud Mums campaign, which includes 10 images that will be promoted across London tube stations.
Mothercare Mothercare’s latest campaign Body Proud Mums aims to celebrate the natural post-birth body, stretch marks and all[/caption]
Staggeringly, over a half of new mums admit to not being proud of their bodies after giving birth, according to new research by Mothercare.
The campaign definitely comes at an important time, with over 80 per cent of UK mums saying they compare their post-birth pictures to unrealistic images online.
And over a quarter of those surveyed admitted they feel pressure from the media to look a certain way after pregnancy.
The problem isn’t just limited to mums, with 90 per cent of women aged 18-25 saying they expect their bodies to match up to celebrities and those on social media.
Mothercare Swollen boobs and soft bellies are pride of place in the new campaign[/caption]
Mothercare 80 per cent of UK mums say they compare their post-birth pictures to unrealistic images online – and the campaign hopes to address this[/caption]
Over half of new mums (51 per cent) say they use filters when posting online to conceal parts of their bodies they don’t like.
Meanwhile, 61 per cent of mums say they feel their true pre and post-natal experiences are not properly reflected in the media.
Linda Papadopulous, psychologist and author, praised the campaign.
She said: “The way we see and value our appearance, our ‘body image’ can significantly affect our thoughts, feelings, behaviours and overall quality of life.
“This campaign hopes to reduce some of the pressures that new mums may be feeling by celebrating the body changes that come with motherhood rather than trying to edit them out.
Mothercare Over a half of new mums admit to not being proud of their bodies after giving birth[/caption]
Mothercare Over half of new mums (51 per cent) say they use filters when posting online to conceal parts of their bodies[/caption]
“Very often, we end up showing compassion to others that we simply can’t show to ourselves when it comes to how we feel about our bodies.”
Photographer Sophie Mayanne, who pledged in 2017 to never digitally manipulate skin in her work, shot the campaign.
Sophie said: “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 The mums were not airbrushed in the ad campaign, which will be displayed across London tubes[/caption]
Mothercare Campaign photographer Sophie Mayanne pledged in 2017 to never digitally manipulate skin in her work[/caption]
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