Mothercare - #BodyProudMums

Research shows that more than half of mums are not proud of their post-baby bodies despite the growing cultural movement for body positivity and anti-body shaming. #BodyProudMums combats unrealistic ideals and directly tackles the pressure to “lose the baby weight”.

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The 10 images are showcased across social and on TfL’s network, whilst a private launch event took place at the OXO2 on the capital’s Southbank on 26th February. All imagery was shot by photographer Sophie Mayanne who, in 2017, pledged not to digitally manipulate skin in her work. See the images on Mothercare’s Instagram here

The campaign was born from the City Hall and TfL ‘Women We See’ competition in which it was the runner-up. The competition was launched in July last year to encourage advertisers to create more positive and inclusive campaigns, moving away from harmful gender stereotypes, after research carried out by UCL revealed that Londoners didn’t feel represented by most of the adverts they saw around the capital. Following entries from more than 90 brands and advertising agencies, the submissions were reviewed by a panel of judges comprised of advertising and media industry experts and City Hall and TfL representatives, who were looking for campaigns to act as a catalyst to change perceptions and drive change in the industry.



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dentsu mcgarrybowen London is a creative communications agency based in London, operating as a global creative hub within the Dentsu Aegis Network. We believe big organising ideas have capacity to drive everything a brand does; from what it says, how it behaves, and where it appears to the utility and experiences it provides. Our approach to the challenges our clients face is fluid and flexible. No one size fits all, but instead bespoke teams are built around our clients and their needs from across our broad church of network expertise, who swarm together around client problems, as one seamless team.

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