Too often, modern motherhood is portrayed online as a series of picture-perfect moments or as challenges easily solved by a quick purchase. Buy the right product in one click, and the chaos disappears.
But postpartum depression and anxiety, affecting 1 in 5 mothers, cannot be “fixed” with a shopping cart.
This PSA set out to subvert that narrative.
With self-awareness as a product brand, Momcozy leaned into satire. The campaign begins like a typical “product solves it all” commercial, before breaking the expectation with raw honesty: postpartum depression isn’t fixable with a product, but it is treatable with real support from our nonprofit partner, Postpartum Support International (PSI).
Through tender, humorous, and at times overwhelming glimpses of early motherhood, the PSA delivers a powerful truth: every mom deserves real support, and with PSI, help is always within reach.
Specific objectives included:
At Momcozy, our mission is simple: to always put moms first. But by showing the limits of what products can do and centering community, compassion, and professional care, we created a campaign that left mothers feeling supported rather than sold to.
While most brands imply their products are the solution to every parenting challenge, Momcozy intentionally admitted a simple truth: not every challenge of motherhood can be fixed with a product.
This honesty reframed the campaign as a public service rather than a marketing push.
The PSA featured vignettes of different mothers, including a celebrity mom, struggling in silence within the same comically “perfect” nursery. This was a subtle nod to the way social media packages motherhood into clickable solutions. The humor of the setup quickly gave way to a raw moment of honesty, underscoring that postpartum depression requires real help, not just products.
Key tactics included:
Challenges:
We had to balance humor, empathy, and vulnerability while addressing the seriousness of postpartum mood disorders. By intentionally stepping back from putting the brand at the center and even poking fun at ourselves through “too-perfect” commercial satire, exaggerated gestures, and the “snap of a finger” one-stop solution, we highlighted what truly matters: the critical role of community and professional care for Postpartum Mood Disorders.
By elevating PSI’s resources and approaching the campaign with authenticity, we were able to create a message that truly resonated with the audience and set the campaign apart, ensuring mothers felt seen, heard, and supported.
Uniqueness
Few brands are willing to admit that their products are not the solution. That self-awareness distinguished this work as a genuine PSA, amplifying PSI’s resources and encouraging mothers to seek help.
The campaign achieved its core goals: raising awareness, driving support-seeking behavior, and changing cultural perceptions around maternal mental health.
Ultimately, we define success not by numbers alone, but by every mom who felt seen, heard, and supported through this PSA. For them, this wasn’t just a message—it was a lifeline.
