Dove announces, in its latest commercial, that they have partnered with Postpartum Support International to get moms the help they need to cope with the pressures of early motherhood.
“The emotional rollercoaster of motherhood puts incredible pressure on moms, and while awareness of the issue is relatively high, too many expecting/current moms don’t feel prepared for the challenges ahead of them,” the brand states in the description for the 60-second ad, which features a diverse cast of mothers feeding their babies, soothing them, bathing them, putting them to sleep, and more, while in the background a heartwarming cover of the iconic 1981 single “Under Pressure” (by Queen and David Bowie) plays.
Dove assures all the mothers under pressure that they are not alone and invites them to hear real stories and find support on its website. Moreover, moms are encouraged to share their own #OneRealPressure, highlighting that, the more you share, the more you help.
As part of its partnership with Postpartum Support International, which is one of the world’s largest non-profit organizations dedicated to helping women and families suffering from perinatal mood and anxiety disorders, the brand will double the number of support groups led by PSI maternal health experts and will double the capacity of PSI helpline services to help moms one-on-one.