# Authentic Post-Childbirth Campaigns Mothercare's Newest Campaign Champions 'Body Proud Mums' By Laura McQuarrie | Published 2019-02-26 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/body-proud-mums References: [refinery29](https://www.refinery29.com/en-gb/mothercare-campaign-pictures) & [mothercare](https://www.mothercare.com/) 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](https://www.trendhunter.com/trends/strong-like-mom), and a message that there is [no one-size-fits-all standard of beauty](https://www.trendhunter.com/trends/doves-super-bowl-ad) for women. By normalizing [post-childbirth bodies](https://www.trendhunter.com/trends/maternity-postpartum-line), 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. ## Trend Insights (Trend Hunter) - Score: 6.4/10 - Popularity: 92% | Activity: 92% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Media](https://www.trendhunter.com/media) ## Key Themes ### What's Driving This Trend - **Body Positive Campaigns:** Opportunity for brands to create campaigns that celebrate diverse body types and challenge unrealistic beauty standards. - **Authentic Advertising:** Disruptive innovation opportunity for companies to create honest and relatable ad campaigns that resonate with consumers. - **Social Media Movements:** Brands can leverage social media platforms to create and amplify movements that empower marginalized groups and spark conversations. ### Who This Affects Most - **Maternity and Baby Products:** Opportunity for companies in the maternity and baby product industry to design products that cater to diverse body types and address post-childbirth needs. - **Fashion and Beauty:** Disruptive innovation opportunity for fashion and beauty brands to incorporate realistic body representations and diversity in their advertising campaigns. - **Advertising and Marketing:** Opportunity for advertising agencies and marketers to help brands create authentic and body-positive campaigns that resonate with consumers. ## Related on Trend Hunter - [Post-Partum Meal QSR Campaigns](https://www.trendhunter.com/trends/bundles-of-joy.md) - [Body Positivity Campaigns](https://www.trendhunter.com/trends/nobodylikeyou.md) - [Stigma-Breaking Motherhood Billboards](https://www.trendhunter.com/trends/molly-baz1.md) - [Customer-Starring Billboards](https://www.trendhunter.com/trends/og-influencers.md) - [Pregnancy-Safe Beauty Campaigns](https://www.trendhunter.com/trends/well-people-pregnancy-safe.md) - [Faceless Mother Campaigns](https://www.trendhunter.com/trends/invisible-mothers.md) - [Nostalgic Beauty Campaigns](https://www.trendhunter.com/trends/unseenbeauty-initiative.md) - [Body-Positive Brand Campaigns](https://www.trendhunter.com/trends/doves-super-bowl-ad.md) - [Supportive Maternity Shapewear](https://www.trendhunter.com/trends/maternity-shapewear.md)