Mothercare encourages mums to be proud of their post-baby body with new campaign

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Mothercare encourages mums to be proud of their post-baby body with new campaign



(Picture: Sophie Mayanne)Growing a tiny human for nine months can take its toll and even through you’re pleased to have your new baby, it can knock your confidence.
But Mothercare’s latest ad campaign is encouraging mum’s to be proud of their post-baby body – scars, stretch marks and anything else that might have changed.
The Body Proud Mums campaign features 10 mums in a series of unfiltered images, aiming to combat unrealistic ideals.
The parenting brand released the images after a survey showed over 80% of mums compare their post-baby body to unrealistic ideals in the media.
A quarter of mums feeling the most pressure from the media and almost half feeling the need to stack up to celebrities.
Worringly, 90% of women in the 18-25 age group expect their bodies to compete with celebrities and what they see in the media.
As a result, more than half (51%) of mums on social media are using apps/filters on photos of themselves to hide things about their appearance that they don’t like.

(Picture: Sophie Mayanne)Over 61% of mums feel that BAME are still underrepresented, and it appears Northern Irish mums are the most insecure, with 67% feeling embarrassed about being undressed in front of their partners, while mums living in the East of England are the most confident, with 45% being proud of their post-natal body.
The campaign imagery was shot by photographer Sophie Mayanne who, in 2017, pledged to never digitally manipulate skin in her work.
Sophie said: ‘The images depict the raw and incredibly emotional experience of childbirth. 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’s research found that almost 40% of mums have been lastingly impacted by the changes that took place in their bodies so they’re also working with national charities NCT and PANDAS, to offer advice and support to people suffering with ante and postnatal illnesses.
More: Beauty

Liz Day, parenting consultant at Mothercare said: ‘We hope that these honest photos showcase the diverse reality of the post birth body and offer reassurance for mums that every body is beautiful and unique.
‘From surgical scars to stretch marks, we want to celebrate and support – through our work with charities NCT and PANDAS – the true journey of motherhood and that includes the physical changes to the body.’
Let’s take a look at the Mothercare Body Proud Mums campaign:

(Picture: Sophie Mayanne)

(Picture: Sophie Mayanne)

(Picture: Sophie Mayanne)

(Picture: Sophie Mayanne)

(Picture: Sophie Mayanne)

(Picture: Sophie Mayanne)

(Picture: Sophie Mayanne)

(Picture: Sophie Mayanne)

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