PURE MAMA Skincare strikes out the c-section stigma in new campaign via Willow & Blake

PURE MAMA has partnered with Australian creative branding agency Willow & Blake to create a campaign built on a strong stance, a c-section is not the easy way out. Challenging the stigma surrounding c-section births and celebrating the strength these marks represent.

PURE MAMA began with a vision to create change in the pregnancy skincare industry. Dedicated to natural skincare for pregnancy, birth and beyond, the team identified a gap in postpartum care, specialised support for mothers recovering from a c-section.

A c-section is one of the most common birth experiences in Australia. It makes up 41% of births. However, after this surgery many women feel judged, shamed, overlooked and disconnected from their bodies. PURE MAMA now supports them with natural clinically-validated skincare. The new PURE MAMA Scar Care Suite introduces a new standard of scar care for mothers.

The campaign features women who have openly shared their postpartum journeys, including Victoria Devine, host of podcast She’s On The Money, photographed just three weeks postpartum with her newborn. Cook and Author, Leah Itsines and Ella May Ding host of The Ella Era Podcast, all speaking about their c-section experiences. Photographer Liane Hurvitz also stepped in front of the camera, revealing her own scar.

Says PURE MAMA Founder, Lara Henderson: “Society has created a hierarchy. A narrative that elevates a ‘natural birth’ and quietly places everything else beneath it.

“A cesarean is no less than. It’s not the easy way out. It’s modern medicine at its most powerful. We’re proud to now support women through c-section recovery. This campaign is a celebration of the strength behind a c-section, reflecting what real women told us.”

Too many mothers are judged and shamed for c-section births and negative commentary tells women they have chosen the easy way out. Striking out the stigma starts with this premise, in the campaign tagline “The easy way out”, the word ‘easy’ is visibly struck out across the campaign creative, reframing a c-section as ‘the way out’, without any shame attached.

Willow & Blake Creative Director Bri Nixon says: “We wanted to cleverly address the complex topic and say something meaningful, using only a handful of letters. That’s the power of words.

“Visually, the campaign needed to feel warm, intimate and elevated. Golden hues and soft draping create a calm, nurturing atmosphere and complement the premium product itself.”

As female founded and led agency Willow & Blake was perfectly positioned to collaborate closely with Henderson and her team. The agency led campaign ideation, copywriting, design, shot list, and production support.

Already the campaign has been a huge success with the PURE MAMA community and beyond. Engagement rates across social media have been at an all time high, web traffic has increased and sales are above what was forecasted.

The campaign is live on the PURE MAMA Instagram here.

Brand Founder: Lara Henderson
Creative Agency: Willow & Blake
Photographer: Liane Hurvitz
Set Stylist: Mel Martin
HMU: Janice Wu
Motion: Ninefifteen Films

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