Se kampanjen som visar riktiga kroppar efter förlossningen

De senaste åren har autencitet blivit ett starkt ord inom reklambranschen. Från tidiga 00-talets superretuscherade och pinnsmala kroppar ser vi nu allt oftare olika typer av hudfärger och kroppstyper ta plats i kampanjer. Några som tagit fasta på det är den brittiska babyshopen Mothercare.

I kampanjen som går under namnet ”Body proud mums” syns tio kvinnor visa upp sina kroppar precis som de ser ut efter att de fött barn. På bilderna håller de även sina bebisar och över bilden står texten ”Beautiful, isn’t she.” – visst är hon vacker.

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At Mothercare, we believe all mums are beautiful and should feel proud and confident about their bodies #BodyProudMums Sophia, 39 weeks after giving birth: “Before giving birth I was very preoccupied with my figure I worked out a lot and I had very high expectations of myself. Throughout my pregnancy I was shocked at how much changed and it was hard to accept the changes. I had a healthy pregnancy, but it was hard. My belly was full term size at 6 months and it kept growing. I found it really hard to walk and I constantly had people stare in shock at my size. I even had strangers make comments on the size of my tummy. Since giving birth my body image has changed, and I am proud of my body for holding 2 babies. They were born at full term and no health issues. I don’t mind having tummy wrinkles, it’s a small price to pay for these beautiful little girls. To watch my babies grow and achieve their baby milestones inspires me to be healthy and happy and do my best for them – not what social standards tell me I should be.”

A post shared by Mothercare UK (@mothercareuk) on Feb 27, 2019 at 7:30am PST

Idén till kampanjen fick den kreativa direktören Angus Macadam när han insåg att kvinnor som fött barn ofta är helt osynliga i reklambranschen. Han kallar det för Anne Boleyn-effekten eftersom kvinnorna försvinner huvudlöst efter förlossningen, något morbit namngivet efter Henry VIII:s fru som fick sitt huvud avhugget.

– Kroppar som genomgått en förlossning syns aldrig i media och mammor känner en enorm press på att direkt få tillbaka sina kroppar så som de såg ut innan, säger Angus till Campaign.

Sedan kampanjen lanserades har den fått hyllningskörer att eka på sociala medier.

”Really glad this campaign is around to show women this is real life and its beautiful”, skriver en på deras Instagram.

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At Mothercare, we believe all mums are beautiful and should feel proud and confident about their bodies #BodyProudMums Harriet, 26 weeks after giving birth: “I loved the idea of celebrating postpartum bodies. I have always struggled internally with my weight and how I feel about myself. I put on 4 ½ stone in pregnancy and have lost about 2 ½ so far. How can I hate my body when it has given me my beautiful baby boy? My body has done something amazing, and to me that’s the most empowering thing. I feel like I’m doing this for all the mums who wear baggy tops or cry when they look in the mirror. To say: you are amazing! I just say to people it took me 9 months to make him – he’s my priority. It will come off, it just takes time. It’s the people who don’t have children who judge the most. Other mums support each other and tell them they are awesome!”

A post shared by Mothercare UK (@mothercareuk) on Feb 27, 2019 at 12:30am PST

Läs mer:

5 svenska förlossningsfilmer du kan se på Youtube i dag
Uppropet som hyllar mammakroppen efter förlossning

Foto: Instagram/Mothercare