Ad Council tackles motherhood stigma

The campaign targets mothers during the earliest stages of motherhood and was developed through research with mothers and input from experts.

The Ad Council has launched The Secret to Motherhood, a maternal mental health initiative under its Love, Your Mind campaign, encouraging expecting and new mothers to prioritize their mental well-being alongside caring for their children.

Supported by the Arthur M. Blank Family Foundation and Huntsman Mental Health Foundation, the effort addresses the emotional challenges of pregnancy and early motherhood and aims to reduce the stigma that can prevent mothers from seeking support.

Maternal mental health challenges remain widespread

The campaign debuts with What’s Her Secret?, a suite of public service announcements highlighting the prevalence of postpartum mental health challenges. According to the campaign, one in five mothers experience maternal mental health conditions, while three in four conditions go untreated, in large part because of stigma.

The work is available in English and Spanish and includes broadcast and digital creative, strategic partnerships and talent activations. All campaign elements direct audiences to an expert-vetted resource hub at LoveYourMind.com/moms and ConAmorTuMente.com/mama.

Heidi Arthur, chief campaign & program officer at the Ad Council: "The real secret to motherhood isn't having all the answers. It's knowing you don't have to go through it alone," said Heidi Arthur, chief campaign & program officer at the Ad Council. “With this creative platform, we’re shining a light on the emotional realities of early motherhood and reinforcing that for moms, seeking support is a strength, not a weakness.”

Mischief USA develops creative around motherhood

Created pro bono by Mischief USA, the campaign addresses the pressure mothers can feel to appear perfect, which can make it harder to discuss difficult emotions or seek support. The creative portrays experiences including self-doubt and mental health challenges alongside the joy and meaning associated with pregnancy and early motherhood.

The work uses relatable storytelling to encourage mothers to recognize when they may need additional mental health support, seek help when needed and access resources intended to benefit both mothers and their children.

Bianca Guimaraes, founding partner & executive creative director, Mischief: "I experienced postpartum depression after both of my pregnancies. After my first, I remember pushing the stroller through the park for hours every day. I didn’t really know what else to do. Honestly, my daily objective was just to pass the time. During those walks, I’d look at people without children, and all I could think about was how lucky they were to have that kind of freedom and independence. Those were thoughts I didn’t feel like I could say out loud. That’s what this work is about: the thoughts we hide because they don’t sound like what a new mother is supposed to feel. I loved my children deeply. I was also struggling deeply. Both things can be true."

Campaign connects mothers with mental health resources

The effort is supported by the Arthur M Blank Family Foundation, Huntsman Mental Health Foundation, Merck for Mothers, Perigee Fund and other partners.

Beth Brown, managing director, effective philanthropy and learning, Arthur M. Blank Family Foundation: “Too many moms feel pressure to navigate pregnancy and early motherhood on their own,” said Beth Brown, managing director, effective philanthropy and learning, Arthur M. Blank Family Foundation. “When moms are equipped with the resources and support to prioritize their mental health, the benefits extend beyond the individual, helping both mothers and infants thrive.”

Dr. Rana Jawish, Huntsman Mental Health Institute: “Early motherhood can come with many challenges, including difficult emotions and, for some, significant mental health conditions,” said Dr. Rana Jawish, Huntsman Mental Health Institute. “Maternal mental health challenges are common and highly treatable, yet stigma, lack of awareness and other barriers keep too many women from getting the care they need. By encouraging early recognition and open conversations, we can improve outcomes for mothers, babies and families.

Lisa Mennet, PhD, Perigee Fund founder, and infant and childhood mental health clinician: “When we care for a mother’s mental health, the benefits reach beyond one person. We know that babies develop through their earliest relationships, and that responsive, nurturing interactions help shape their developing brains and emotional well-being. Supporting a mother’s well-being can strengthen those critical early connections and create a healthier foundation for both parent and child to thrive,” said Lisa Mennet, PhD, Perigee Fund founder, and infant and childhood mental health clinician.

Media partners support nationwide PSA distribution

Under the Ad Council’s model, the PSAs will run nationwide through donated media time and space across broadcast TV, online video, out-of-home, radio and digital media platforms.

Datonics is providing pro-bono audience data support, while WPP Media is handling media strategy and planning. Additional support comes from Amazon Ads, Fuse Media, iHeartMedia, Kargo, Pinterest, Reddit and other partners.

www.adcouncil.org

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