The new Mothercare ad campaign highlights the importance of real representation of mothers not long after they have given birth. The photographs are untouched. It has been hailed as a triumph for women and is the latest in a line of campaigns looking to change the conversation around body image.
The campaign comprises 10 photos of women holding their babies and wearing only underwear — revealing scars, stretch marks and other physical effects of pregnancy and childbirth. The ads appear in more than 30 Tube stations across London, on LCD screens and escalator panels.
My body isn’t magazine perfect, but when I look in the mirror I see a mum and there is no greater honour, love or blessing as being a cool mum.
To offer support and advice to new parents, we are working with national charities NCT and PANDAS, as well as offering a wide range of activities and events designed with mums and dads in mind. Look out for our new parent meet-ups with the NCT, expectant parent events, baby sensory classes and other sessions in selected stores across the UK
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