Modibodi and Getty Images reclaim the word ‘postpartum’ in new campaign via Emotive

Social change advocate and leading Australian leakproof apparel brand Modibodi has partnered with Getty Images and independent creative agency Emotive, to celebrate the varied bodies, moments and milestones of life postpartum.

The ‘Postpartum Unfiltered’ image gallery depicts women in the 12 month post-birth period. Getty Images’ Custom Content photographers from around the world captured the raw images to provide a richer perspective on this intense and exhilarating stage in a mother’s life.

Venturing beyond simplistic post-birth representations of baby ‘bliss’ or ‘blues’, the gallery shows the diverse emotional and physical realities of new motherhood.

Says Kristy Chong, founder and CEO, Modibodi: “When preparing to launch Modibodi’s reusable nappies and postpartum range of leak-proof bras, camisoles and briefs, we found the images available were extremely limited.

“Most postpartum images were disheartening photos of scared or frustrated mums. At the other end of the spectrum were glossy celeb mum and bub snaps. We knew this had to change.”

Says Amanda Alegre, art director, Emotive: “By shaking the term ‘postpartum’ free of preconceptions and making visible a more diverse view of this often hidden time in new motherhood, we hoped to foster a deeper understanding of this stage in a woman’s life, for herself and for the people and institutions who support her.”

Postpartum life isn’t portrayed widely in media and advertising – at least not authentically in all its highs and lows, exhaustion, isolation, anxiety, hope and joy.

Says Chong: “Modibodi aims to normalise conversations and images around women’s bodies and health, be it periods or incontinence and we’re now doing the same for postpartum life.”

A leader in visual communications, Getty Images continues to see increasing demand for the authentic depiction of women in media and advertising. Its Visual GPS research shows that 68 per cent of people in Australia and New Zealand say it’s important to them that the companies they purchase from celebrate diversity of all kinds, and represent a lifestyle like theirs (68 per cent) in its visual communications.

Says Svetlana Zhukova, director of custom solutions, at Getty Images: “Creating authentic content for such a personal experience is not easy, but we’re glad to support Modibodi through our global Custom Content network of talented creators. These photographers tapped into their own families and friends to capture the very real perspectives from this vulnerable part of many women’s lives.

“We are so proud of the results our photographers have delivered for this campaign, which opens the door wide to celebrate the myriad of unfiltered emotions experienced during postpartum that not enough people get to see or are acknowledged in media and advertising.”

Getty Images provides visual content for many of the brands and institutions that connect with new mums every day. Through the partnership, Modibodi hopes to make an impact beyond their own customers, to leave a legacy for society as a whole.

Adds Chong: “We want women to feel prepared, seen, understood and proud of their postpartum journey – whatever it looks like – by showing unfiltered images which acknowledge the tough times and the triumphs of this significant stage of motherhood.”

To view the full EMBODIED campaign and read about the real, raw postpartum stories, visit www.modibodi.com/pages/embodied.

To see Modibodi’s full range of leakproof apparel including new reusable nappies, maternity and postpartum ranges, visit: www.modibodi.com.

Brand: Modibodi
CEO & Founder: Kristy Chong
CMO: Liana Lorenzato
Brand/Creative Lead: Frankie Presser
Creative & Art Direction and execution: Modibodi In House Creative team
PR: The IMPACT Agency
Original Ideation and creative strategy- Emotive
Creative Agency: Emotive
Head of Strategy & Managing Partner: Michael Hogg
Art Director: Amanda Alegre
Strategy Director: Anna-Claire Clendon
Creative Director: Tiara Valder
Business Director: Monika Vidovic
Executive Producer: Katrina Maw