Postpartum is the period of three months post birth. The existing representation of this in the public space was dismal, we either saw images of perfect women in white linen shirts looking smug and complete, or women crying alone crippled by postpartum depression.
Where was the authentic representation of this wild, wonderful, challenging, euphoric, exhausting, real, wondrous and diverse time in a woman’s life?
Introducing EMBODIED #PostpartumUnfiltered with Emotive, in partnership with Getty Images—a global, unfiltered photography collection capturing the raw truth of postpartum. Shot by postpartum female photographers worldwide, or their loved ones, the campaign created over 1,500 authentic images that formed the Modibodi Postpartum campaign, and importantly a Getty Images library that was available to all. Changing the representation of postpartum one image at a time and putting the brand at the heart of authentic representation for women in this time of their life.
The results: The images have been licensed by over 250 companies 41 countries including Australia, New Zealand, South Africa, Qatar, Norway, India, China, Japan, Chile, The United States, and United Kingdom
Awards: THE ONE SHOW: Finalist // Interactive, Online, Mobile | D&AD: Shortlist // Photography: Documentary | PR reach of 389.6 million, press coverage in Australia, USA, UK, Germany, France, Italy, Russia, Brazil, and Mexico | Influencer reach of 1.49 million. | 36% revenue increase, 205% uplift in social engagement.
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Embodied X Modibodi
