Ad Council launches maternal mental health campaign

The Ad Council has launched a new initiative, "The Secret to Motherhood," aimed at encouraging new and expecting mothers to prioritize their mental well-being. This campaign is positioned as an essential component of caring for both themselves and their children, addressing the significant challenges many face during early motherhood.

The effort comes in response to statistics indicating that maternal mental health conditions are prevalent, affecting one in five mothers and contributing as the leading cause of pregnancy-related deaths. However, a substantial majority, three in four cases, go untreated largely due to societal stigma.

"The Secret to Motherhood" seeks to dismantle this stigma by normalizing the difficult emotions and challenges associated with postpartum life. The campaign provides tools and resources designed to support mental wellness, particularly for mothers in the vulnerable early stages. Campaign materials are available in English and Spanish and direct users to the resource hub at LoveYourMind.com/moms.

According to the Ad Council, the core message is that mothers do not have to navigate these experiences alone. The campaign challenges the pressure of perfection often placed on new mothers, promoting open conversations and encouraging the seeking of support. Key supporting foundations include the Arthur M. Blank Family Foundation and the Huntsman Mental Health Foundation.