Embodied Modibodi
The blind spot in postpartum
Rarely do we see the lived reality of postpartum in media or advertising. Instead, it's hidden behind smiling babies and glowing mothers—sanitised, simplified, and incomplete, or conversely, depictions of postpartum depression. To launch Modibodi’s postpartum range, the job to be done was clear - to illuminate the reality of the postpartum experience.
Introducing EMBODIED #PostpartumUnfiltered, 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 delivered over 1,500 authentic assets now housed under ‘postpartum’ on Getty, helping shift how this powerful phase is seen, searched, and shared.
The results: The images have been licenced by over 250 companies 41 countries including Australia, New Zealand, South Africa, Qatar, Norway, India, China, Japan, Chile, The United States, and United Kingdom 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.
