The campaign is signed by Dark Kitchen Creatives and the film was produced by MyMama
On this Mother’s Day, Baby Dove presented the #OneRealPressure campaign, created to inspire real conversations about what it’s like to deal with the pressures of the puerperium.
The campaign is signed by Dark Kitchen Creatives and shows the routine of real mothers with newborns and the various challenges of this beginning of motherhood, such as the puerperium, to the sound of a new version of “Under Pressure”, by Queen with David Bowie, who is played by Claudia Gomes.
The campaign’s central film, produced by MyMama, features scenes that portray some of the first and most challenging moments of motherhood, including obstacles in eating, sleep deprivation, body changes and balancing responsibilities outside the home.
“Our biggest challenge here was to have real mothers and children in the casting, in their own homes, bringing the greatest possible truthfulness about their routines, pressures and difficulties in the face of the puerperium. All this in a sensitive way, with the least possible interference, in a work developed mostly by women, from planning to production”, highlighted Clariana Regiani, partner and COO (Chief Operating Officer) of Dark Kitchen Creatives.
The campaign also seeks to empower women to talk about the real experiences they faced during their own postpartum journeys, with a partnership with Postpartum Support international (PSI) and testimonials from mothers who have experienced postpartum anxiety and depression available on the website of the Postpartum Support international (PSI). BabyDove.
“Surveys have found that 72% of women agree that they would like to know more about postpartum anxiety and postpartum depression. More often than not, women going through the postpartum period mistakenly think they are failing as mothers. them to improve their ability to identify symptoms and know where to look for help,” said Wendy Davis, PhD, PMH-C and executive director of PSI.
