After giving birth, new moms are met with a new reality at the most transformational moment of their lives. Women feel pressure to be the perfect mom and aren’t given the space to talk about the overwhelming challenges that actually come with motherhood. As a result of these pressures, seven in ten moms are affected by postpartum pressures and one in five experience serious mental health conditions in the postpartum period: including Baby Blues, Postpartum Anxiety, and Postpartum Depression. Though many women are experiencing pressures, challenges and deteriorated mental health, they avoid discussing the unrealistic expectations of new motherhood with others. Research shows that 85% of moms agree the first year of motherhood is nothing like what they see on social media. The campaign aimed to give them support, first by showing that they're not alone, and after offering important, strategic and welcoming content about the subject.

The original intention of the campaign came from the need to inspire real conversation about navigating the pressures of early motherhood, to show moms that they are not alone, and the struggles they may be passing through are also felt by others. The idea features stories of real challenges new moms face and to destigmatize conversations around postpartum struggles. Set to a modern rendition of Queen + David Bowie classign song "Under Pressure", a montage of raw scenes depict the earliest and most challenging moments of motherhood, including feeding obstacles, sleep deprivation, body changes and balancing responsibilities outside of the home. The film, with real mothers and their children, intends to build a shared sense of experience and recognize the real, unfiltered, and often unshared moments of new motherhood. This integrated campaign encourages moms to share #OneRealPressure about their own experiences so other moms know that they are not alone.

To help and reach current and expectant moms (our main target audience), offering support and showing that they are not alone in their journey, we translated the difficulties of postpartum into a film, showing real, unfiltered and tough moments of new motherhood. Reinforced the strategy, we chose as soundtrack a rendition of the classic “Under Pressure”, by Queen and David Bowie, singed by a female artist and recent mom. To complete the message and engage the audience to share their own stories thru #OneRealPressure, we also produced special content in partnership with Postpartum Support International for BabyDove.com; used Google Ads to interact with questions about postpartum struggles; and activate a global PR plan to spread the conversation.

We started by publishing the "Under Pressure" film at Baby Dove's official online channels (YT and social media), focusing the whole US. At the same moment, a global PR strategy has explored the commercial to raise awareness to the topic. In partnership with The Postpartum Support International, a hub of information and educational content was available to offer support and increase new moms' knowledge around postpartum anxiety and postpartum depression. Powered by Google, Baby Dove also started to reply with tools and resources to thousands of search queries, through ads titled "Don't Just Ask Google". These ads led women to the hub to find real moms stories and experiences, making them know that they are not alone. A content ecosystem with multiple platforms sparked a movement of moms helping more moms, breaking taboos and silence around postpartum together with influencers and a lot of earned media - using #OneRealPressure hashtag.

The main objective of the campaign was to raise awareness to the postpartum pressions, offering moms support, content information and a platform for them to share their stories and experiences, making them know that they are not alone. In only 10 days of campaign, we had 195 million people reached. In the social channels, 99% of the interactions were positive. Thru the global PR strategy, we had more than 6 million earned impressions.