MAJORITY OF MUMS SHOCKED BY WHAT THEIR BODIES GO THROUGH AFTER GIVING BIRTH
U.S. parenting brand Frida launches a new nationwide effort to encourage women to be more honest about their birth and postpartum journeys, to help British mums-to-be feel more prepared for the realities of parenthood.
The Real Birth Announcements initiative comes as new research reveals that nearly 8 out of 10 UK mums state they were shocked by what their bodies experienced after childbirth, with a quarter saying their friends and family did not tell them beforehand what to really expect, and 60% wishing friends and family had told them more about what they experienced postpartum.
With birth announcements being the ultimate ‘fake news’ often following a predictable formula of a cute baby photo and soppy caption, Frida approached British mums to share their real birth stories and raw images resulting ‘Real Birth Announcements’ are appearing in billboards nationwide, featuring six real mothers’ honest descriptions of physical postpartum experiences and an eye-opening recollection of babies’ entrances into the world. Finally, the unfiltered realities of becoming a mum are being shared.
Mum of two, Singer and activist, Paloma Faith was inspired by Frida’s mission to prepare other women and in support shared her Real Birth Announcement too – opening up about her birth and postpartum experience: “My own birth and postpartum journey was far from the rosy scenes you see on screen and online. After my emergency C-section I couldn’t walk properly for two months, and the exhaustion was ridiculous. Add on a new-born baby piranha setting my nipples on fire and a sore body and you’ve got a memory you will never forget! Not enough women are prepared for the realities of childbirth and postpartum and that’s why I’m proud to partner with Frida to help encourage open conversations about real birth stories. It’s time to challenge the social media perfection posts – let’s start sharing what really goes down!”
Chelsea Hirschhorn, Frida CEO and mum of three, also shared her own Real Birth announcement on buses running throughout London. “Frida is here to prepare parents for the unfiltered, unsexy moments of parenting – the ones you don’t typically see on Instagram. And that starts with mum: we want to demystify the realities of becoming a mother and encourage more upfront conversations about what really goes down in the delivery room – and beyond,” says Chelsea. “We aren’t afraid to push the envelope and talk about the very real moments and challenges of parenting. Ultimately, we want first-time mums to feel as prepared as a third-time mum and that ambition is at the heart of Real Birth Announcements.”
This isn’t the first time the brand has challenged existing taboos around the postpartum experience. The Frida brand is already known in the U.S. for its candid and honest conversations with parents and previous activations, including an open letter in 2019 to a certain royal mum-to-be to stay resting in bed and skip the Lindo Wing reveal hours after delivery, and had their commercial rejected by the Oscars for showcasing a real portrayal of women’s vaginal birth recovery.
With the research also revealing that 81% of mothers agree there are not enough postpartum products available that are specifically designed for new mums and the physical challenges they face, Frida will debut their award-winning range of postpartum and baby products to the UK including the Frida Mom Postpartum Essential Kits with upside down peri bottle, instant ice maxi pads, perineal healing foam and pad liners, NoseFrida, a snot sucking tool for babies and Windi gas-passing tubes to help tackle newborn’s trapped winds and farts.
Already adored by US celebrity mums, the brand’s solution-based product range has been specially developed with practicality and functionality in mind, regardless of any taboo it might face. New mums – and dads! – can now discover the brand’s famed product range in Boots and Amazon.co.uk.
