Pure Mama.
Pure Mama is repositioning the pregnancy skincare industry and destigmatising c-sections in a campaign via Willow & Blake.
A c-section is one of the most common birth experiences in Australia. It makes up 41% of births, according to Pure Mama.
However, after this surgery many women feel judged, shamed, overlooked and disconnected from their bodies.
The campaign features women who have openly shared their postpartum journeys, including Victoria Devine, host of podcast She's On the Money, photographed just three weeks postpartum with her newborn.
Cook and Author, Leah Itsines and Ella May Ding host of The Ella Era Podcast, all speaking about their c-section experiences. Photographer Liane Hurvitz also stepped in front of the camera, revealing her own scar.
"Society has created a hierarchy. A narrative that elevates a 'natural birth' and quietly places everything else beneath it,” said PURE MAMA founder, Lara Henderson.
"A cesarean is no less than. It's not the easy way out. It's modern medicine at its most powerful. We're proud to now support women through c-section recovery.
“This campaign is a celebration of the strength behind a c-section, reflecting what real women told us."
Female founded and led agency Willow & Blake was positioned to collaborate closely with the Pure Mama founder Lara Henderson and her team. The agency led campaign ideation, copywriting, design, shot list, and production support.
The campaign is live on the Pure Mama Instagram.
"We wanted to cleverly address the complex topic and say something meaningful, using only a handful of letters. That's the power of words,” said Willow & Blake creative director, Bri Nixon.
"Visually, the campaign needed to feel warm, intimate and elevated. Golden hues and soft draping create a calm, nurturing atmosphere and complement the premium product itself."
CREDITS
Brand Founder: Lara Henderson
Creative Agency: Willow & Blake
Photographer: Liane Hurvitz
Set Stylist: Mel Martin
HMU: Janice Wu
Motion: Ninefifteen Films
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