Every year, millions of mothers experience postpartum depression and anxiety — yet maternal mental health remains one of the most under-discussed and underfunded aspects of healthcare. With 1 in 5 women impacted, the lack of awareness, support, and access to resources continues to leave new moms feeling isolated and ashamed.
The objective was threefold:
As the creative agency behind the campaign, Good Creative aimed to bring authenticity, humor, and boldness to a topic often buried in shame. We sought to make the invisible visible, and to make mothers everywhere feel seen.
To captivate a broad audience and challenge outdated societal narratives, we turned to unconventional storytelling, iconic aesthetics, and an all-star cast of outspoken celebrity mothers to deliver a subversive message.
At the heart of the campaign was a 90-second PSA that transported viewers to a 1950s-style sitcom world, complete with pastel bedrooms, perfect hair, and forced smiles. On the surface, everything looks idyllic - until it’s not. The video artfully reveals the invisible mental toll postpartum can take, challenging viewers to reconsider how far society has truly come in caring for new mothers.
The vintage glamor aesthetic served as a bold contrast to the dark realities many mothers face, allowing us to:
In addition to the main PSA, each celebrity mother was given her own dedicated video, where she shared her personal postpartum experience — in her own words. We conducted in-depth interviews with every woman, listening closely to their stories of postpartum depression (PPD) and postpartum anxiety (PPA). We then crafted custom scripts using their exact language, tone, and turns of phrase, ensuring that the narratives were not only accurate, but deeply authentic. These personal, intimate videos became powerful storytelling tools that allowed each mother’s voice to shine through unfiltered — and helped countless viewers feel less alone.
These women shared the video across their own platforms, accompanied by deeply personal reflections, helping to turn what could have been just another PSA into a catalyst for communal storytelling.
The campaign also served to launch NC° Postpartum, a new in-app experience within Natural Cycles, where users could:
We titled the campaign “Is Mommy Okay?” to reflect the overlooked reality that while everyone asks about the baby, few ask about the mother.
The response was nothing short of extraordinary.
Cultural Impact
The campaign went viral across Instagram and YouTube, where it became a rallying point for moms worldwide. Thousands of mothers used the comments section to share their own experiences with postpartum depression and anxiety — stories rarely told in public. The posts became some of the most supportive, vulnerable, and stigma-free comment sections on the internet. It was truly shocking how little negativity was found in the comments.
Campaign Reach
Press Coverage
Resource Engagement
Emotional Impact
Beyond metrics, this campaign sparked something deeper: a collective sigh of relief. Mothers saw themselves in the video. And more importantly, they saw that they weren’t alone.
