Mothercare: #BodyProudMums (Sophia)
Media Type:
Outdoor
Brand
Agency
Country:
Industry:
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. Our Mothercare press and outdoor campaign tackled this issue by using un-retouched photography to celebrate the post-partum body, encouraging new mums to feel proud and confident about their bodies.
Credits
Advertising Agency:
mcgarrybowen London, UKExecutive Creative Director:
Angus MacadamCreative Directors:
Simon Lotze, Miguel NunesArt Directors:
Anders Wendel, Laura McGovernCopywriters:
Elliott Tiney, Sarah WatsonPhotographer:
Sophie MayanneHead of Design:
Andy BreeseDesigners:
Luke Ridgway, Simon O'BrienHead of Account Management:
Rachael FordAccount Director:
Kate ScruttonStrategy Director:
Chris TurnerStrategist:
Ali WynterDate:
February, 2019
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