Doctors tell mums it will take them six weeks to recover, but after just two weeks they are left alone to struggle both physically and mentally. Often they aren’t able to lift their baby.
Launched across nationwide OOH, press and socials, the campaign was supported by portraits of women who had recently had c-sections (including the influencer and campaigner Anna Whitehouse), shot by Sane Seven, a leading portrait photographer and gender-equality artist whose images challenge how women are represented today.
Amplified by broadcasters, MPs and influencers and featured on ITV’s highest rating daytime show, the campaign cut through political language to name the problem in human terms for the first time. Results: 5,000% increase in website visits and +161% uplist in social engagement.
