Baby Dove: Under Pressure

This Mother's Day, Baby Dove introduces #OneRealPressure, a new campaign created to inspire real conversation about navigating the pressures of early motherhood. This initiative is part of the brand's ongoing commitment to bolster parents' belief in their ability to care for their babies with confidence, with support. Baby Dove is committed to changing the narrative and encouraging moms to share just #OneRealPressure on social media this Mother's Day and beyond. The campaign call-to-action will empower moms to talk about the real experiences they have faced during their own postpartum journeys. After giving birth, new moms are met with a new reality at the most transformational moment of their lives. Women feel pressure to be the perfect mom and aren't given the space to talk about the overwhelming challenges that come with motherhood. As a result of these pressures, one in five new moms experience serious mental health conditions in the postpartum period: including Postpartum Anxiety, and Postpartum Depression.1 Though many women are experiencing pressures, challenges and deteriorated mental health, they avoid discussing the unrealistic expectations of new motherhood with others. Research shows that 85% of moms agree the first year of motherhood is nothing like what they see on social media.To shed light on the real experiences of new mothers, Baby Dove will release a short film, titled: "Under Pressure." The film will feature stories of real challenges new moms face, to destigmatize conversations around the struggles of the postpartum experience and is set to a modern rendition of Queen's "Under Pressure," performed by Claudia Gomes, a new mom facing her own postpartum pressures. This film features a montage of raw scenes depicting some of the earliest and most challenging moments of motherhood, including: feeding obstacles, sleep deprivation, body changes and balancing responsibilities outside of the home. The film intends to build a shared sense of experience and recognize the real, unfiltered, and often unshared moments of new motherhood.