Hold On!

Hold Up

Please select a minimum of three sectors in the menu above.

Got It
  • How is #monpostpartum helping women destigmatise childbirth?
  • How is #monpostpartum helping women destigmatise childbirth?
    Jonathan Borba (2019) ©
REPORT

How are women normalising post-birth bodies?

Across social media platforms, French women are using the hashtag #monpostpartum to share stories about childbirth and their recovering bodies. As the body positivity movement gains traction in France, how can brands step in to support women and to normalise the physical changes a baby brings?

Location France

Scope
In February 2020, an ad for Frida Mom’s postpartum products was banned from being shown during the Oscars on an American TV network. [1] The ad was a raw, unfiltered look at the postpartum experience, showing a new mother struggling to use the toilet after her episiotomy, as her baby cries in the background. In response, French-Israeli researcher Illana Weizman launched the hashtag #monpostpartum to encourage women to share their experiences and fight against postpartum body-shaming. For many women, the postpartum period is painful, frightening, and lonely. Caring for an infant who demands all ...

Canvas8

Related

  • Article image How do women want to be spoken to post-surgery?

    Hair loss, scars, and a newly-flat chest can all be very real parts of the breast cancer experience. But as women embark on a journey of physical and emotional recovery after surgery, how do they want to be spoken to? And how can brands empower them to feel confident in their changing bodies?

  • Article image The Night Feed: a safe spot for sleep-deprived mums

    Designed with motherhood and community in mind, The Night Feed is hoping to become a one-stop shop for new mums. Women can use it to search for information and track feed data – they also have the opportunity to chat to others in the same situation at any time of the night or day.

  • Article image Frida Mom: playful products for postpartum recovery

    Frida Mom caters to the millions of women in the United States who become new mothers every year. Helping them to navigate the physical discomfort of the fourth trimester, the brand offers a collection of female-focused products that playfully address the needs of postpartum bodies.

  • Article image How women are negotiating motherhood and fitness

    The recent successes of sportswomen like Serena Williams and Jasmin Paris – who also happen to be mothers – may be eroding the stigma around motherhood and fitness. But which challenges prevail for pregnant women who want to exercise? And how can brands help them fight isolation and get active?