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.