Motherhood Not a Sentence

The Challenge
In Nigeria, postpartum depression remains a hidden struggle, dismissed or unacknowledged despite affecting countless mothers. While motherhood is celebrated, the darker emotional challenges that come with it are often stigmatized or ignored. The cultural silence around postpartum depression forces women to suffer in isolation, with their partners and families unequipped to recognize or support them through this crisis. The need was clear: create a powerful visual narrative that would break this silence and spark crucial conversations about maternal mental health.

Our Solution
We crafted a striking visual campaign that boldly portrayed the hidden reality of postpartum depression through a provocative metaphor: new mothers photographed beside baby cribs, with the cribs' bars juxtaposed as prison bars across their faces. This powerful imagery captured the devastating paradox many mothers face – feeling trapped within what should be life's most joyful moment.

The Impact
The campaign broke through cultural barriers, initiating vital conversations about maternal mental health in Nigeria. By visualizing the invisible struggle of postpartum depression, we:

• Helped destigmatize maternal mental health challenges
• created a platform for women to share their experiences
• generated significant media coverage and social media engagement
• prompted healthcare providers to address postpartum depression more openly

The stark imagery resonated deeply with audiences, transforming a previously unspoken struggle into a topic of national conversation. Most importantly, it gave countless women the permission to acknowledge their feelings and seek help, proving that powerful creative can drive meaningful social change.