Baby Dove wants to tackle post-partum pressures

US – Painting a more truthful picture of early motherhood, Baby Dove’s Under Pressure campaign aims to remove stigma and ease the impact of post-natal depression.

The short film sheds light on some of the obstacles and challenges that new mothers face, such as fatigue, sleep deprivation, body changes, and juggling work and life responsibilities. By showing a more realistic vision of early parenting, the campaign is striving to create a sense of shared understanding and solidarity among mothers.

In addition to the campaign, the beauty brand is encouraging mothers to connect digitally and in real life, identifying loneliness and solitude as key contributing factors to post-natal depression. Baby Dove will use its website to share a variety of resources for mothers, alongside a forum to post questions or discussions.

By sharing an honest picture, Dove is encouraging mothers to ignore the unrealistic standards of parenthood often communicated online and in the media. As a result, the beauty brand is fulfilling the role of a caring Life-stage Brand.