Mothercare Body Proud Mums

British retailer Mothercare has been running Body Proud Mums, a press, outdoor and online campaign addressing body image issues relating to birth. Research showed that over 80% of mums in the UK have admitted comparing their post-baby bodies to unrealistic ideals, with 90% of women aged 18-25 expecting their bodies to compete with celebrities and what they see in the media. Mothercare worked with McGarryBowen to find women to pose for photos that would celebrate the post-partum body, encouraging new mums to feel proud and confident about their bodies. The Mothercare campaign, featuring un-retouched photographs, complete with stretch marks and scars, appears on screens throughout the London Underground, as well as on Mothercare’s instagram site, alongside stories from the models. The Body Proud Mums campaign was created for Transport for London’s “The Women We See” competition, which called on entrants to produce ads that “reflect London’s diversity, feature women from all backgrounds and move away from harmful gender stereotypes.” As the contest’s runner-up, Mothercare received £50,000 of digital advertising space. Mothercare found women to participate in the campaign via open casting calls and social media posts.

Mothercare Body Proud Mums Instagram photographs

No Shame in Menstruation for Easy Period

On October 25th 2016 Easy Period released their first ad campaign with agency Cossette titled, No Shame. The campaign consists of a series of four images that depict situations where women might normally feel ashamed during menstruation. For example, taking a bath, leaking on bed sheets, having painful cramps or being naked with a tampon in. “Periods are nothing to be ashamed of. They’re natural. And period products should be natural, too. Easy delivers 100% organic tampons and pads right to your door, because periods should be easier. Learn more at”. The campaign won a Yellow Pencil at the 2017 D&AD Awards.

Easy No Shame

FC2 Down and dirty with the female condom

Veru Healthcare is promoting the FC2 female condom with “Down and Dirty with the Female Condom”, a not safe for work commercial featuring St Louis copywriter Amanda Burch. Amanda’s pitch video was designed by advertising agency New Honor Society to sell a marketing concept to Veru Healthcare. The company liked Amanda’s performance so much they’ve brought her on as a spokesperson for the brand, online at and with the Twitter hashtag #GoAskAmanda. Amanda provides a performance that would make Sarah Silverman proud, addressing with honesty and humour the concerns women (and men) have about using a female condom.

FC2 Down and Dirty Ask Amanda

AIDES Revelation

French NGO AIDES has launched a print advertising campaign featuring naked couples, promoting the good news that an HIV-positive person following treatment no longer transmits the virus. Anti-retroviral drugs are now so efficient that they make the virus undetectable in the bloodstream and sexual fluids of affected people. Hence, HIV-positive people no longer transmit HIV, even when having unprotected sex. Four black and white photographs deliver a simple message to the general public. HIV-positive people have a lot to pass on. But not HIV. Each print shows a couple making love while practicing a sports or artistic activity: parachuting, scuba-diving, dancing and playing piano. One of them (man or woman) is HIV-positive and passes on his or her knowledge, talent to his or her partner. With this campaign, AIDES shows another image of HIV-positive people : that of gifted people, in love, and who hope to show the world that they are not just their HIV-status.

AIDES Revelation campaign - Piano

AIDES Colors of Love

AIDES, the French HIV awareness organization, is promoting safe sex in a widespread advertising campaign associated with Euro 2016 soccer tournament. Online, social network, display and press ads depict naked fans painted in the colors of the different countries’ flags: Romania and Portugal, Germany and Sweden, Belgium and Iceland, England and Russia. Colours blend to suggest intimate intercourse between each couple. The tagline: “Faites l’amour, pas la guerre” (Make love not war) is connected to the encouragement: “Mélangez vous, protégez vous” (Blend together, safe together). The AIDES Colors of Love campaign is designed to celebrate the universal value of love and diversity of sexualities, tackling the aggressive and xenophobic behaviour seen in previous tournaments. A more serious message recalls the importance of preventing HIV in a European context where the epidemic remains active. 142,000 new cases were diagnosed in 2014, and 30% of HIV-positive people are still unaware of being infected. The AIDS epidemic is growing even more alarmingly in Eastern Europe and Russia, to an unprecedented pace since the early 1980s. Faced with the temptation of trivialization of the disease, the campaign invites everyone to continue taking care of oneself and others.

AIDES Colors of Love Germany and Sweden