Baby Dove’s “caring about postpartum pressures” campaign destigmatizes early motherhood struggles

27 Apr 2022 --- Dove has introduced the hashtag “OneRealPressure,” a social media campaign to promote conversations and normalize the pressures of early motherhood. The campaign aims to change the conversation around young mothers who experience the challenges of having a child by encouraging them to share the hashtag via social media.

Further initiatives by Baby Dove will help mothers engage socially and digitally. Baby Dove and Baby Center will engage with experts on postpartum symptoms and mental health via virtual roundtable discussions. 

Additionally, Baby Dove, replied with tools and resources to search queries regarding postpartum struggles shared by moms. 

“As a brand born to provide superior care to new families, Baby Dove understands this reality for new moms and wants them to know that they are not alone,” explains Sally Brown, global brand director at Baby Dove.

Virtual tool for postpartum struggles
In partnership with Postpartum Support International (PSI), noted as “the world’s largest perinatal mental health organization,” Baby Dove will provide the tools needed to overcome the suffering from postpartum. 

On Baby Dove’s platform, mothers can find a variety of postpartum pressures, true stories from other mothers and valuable articles to tackle the challenges women experience during postpartum.Baby Dove was launched to build care toward families.

“Research has found that 72% of women agree they wish they knew more about postpartum anxiety and depression,” shares Wendy Davis, Ph.D., PMH-C, executive director at PSI. 

“Most of the time, new moms going through the postpartum period mistakenly think they fail at parenting.”

The brand raises awareness of postpartum struggles so that women do not need to suffer in silence. 

“Together, we recognize the power of shared experiences and how by destigmatizing these pressures through conversation, we can build a community that supports new moms on their postpartum journeys,” continues Brown. 

Under Pressure short film
The brand has also released a short film called Under Pressure, sharing the real experiences of mothers. 

The film features realistic challenges to destigmatize conversations and early motherhood struggles such as feeding, sleep deprivation, body changes and balancing responsibilities. 

The aim is to create a relatable and shared experience of everyday moments that are shunned by mainstream media. 

Edited by Venya Patel