Mothercare's Newest Campaign Champions 'Body Proud Mums'

 - Feb 26, 2019
References: mothercare & refinery29
The media is full of content that shares how quickly various celebrities have "bounced back" after pregnancy but many women are growing tired of these messages—and with its newest campaign, Body Proud Mums, Mothercare is helping to celebrate post-childbirth women just as they are. With #BodyProudMums, Mothercare is sharing 10 unretouched images starring new moms and their babies, and a message that there is no one-size-fits-all standard of beauty for women.

By normalizing post-childbirth bodies, the uplifting images were awarded a runner-up prize in Transport for London’s 'Women We See' competition. Hundreds more photos from real mothers who were inspired to share their own images can now be found on social media with the #BodyProudMums hashtag.