J. Walter Thompson free the nipple for mums post-birth with Bepanthen

In a new global campaign called “10th month,” Bepanthen, the Bayer skin care brand, aims to speak to new mums and bring them the support and attention they need in the critical post-birth period. The campaign is based on the insight that the minute a woman gives birth, society refocuses attention from the mother to the new born baby. The first month after birth (the tenth month) is a time that will challenge them physically and emotionally and when they might need validation and support. 10th Month is a distinctive and powerful communication platform that translates Bepanthen’s commitment to actively helping new mums step out of the invisibility. It wishes to create a movement that recognises and celebrates new mums but also a call-to-arms by reminding them how amazing they are.

In this powerful campaign from J.Walter Thompson London, Bepanthen shines a light back on new mums with an online film directed by Bafta nominated documentary maker, Elizabeth Stopford, which provides a rare and intimate glimpse into the lives of new mums as they adjust to their new roles. The film is also intended to drive traffic to the online platform, which provides new mums with practical advice and guidance through online editorial content, created and curated by journalists such as medical writers and clinical psychologists. World-renown photographer Jade Beall created the beautifully intimate yet potent portrayals of post-natal women for online, outdoor and print communications. The campaign, which also includes a children book written for new mums to bring the focus back on their feelings and needs, has launched in France and Brazil. It has soft-launched in Italy and will launch this month in the UK, followed by Turkey and other South American markets.

10^th Month

Sandra Kauffmann, Global Brand Manager for Bepanthen at Bayer, said: “With most online resources mainly focussing on the development of the baby, new mums are often left alone in the early stages of motherhood, which is the time when they need validation and support the most. We’re committed to supporting new mums, which is why we’ve created the 10th Month platform. Through generating awareness and conversation around the physical and emotional needs of new mums, we are trying to empower every woman in her 10th month to be the mum she’s meant to be.”

Jade Beall, said: “I feel incredibly privileged to be part of this initiative aimed at helping women at a time when so many feel raw, emotional and filled with joy and wonder. There is a belief in society that women simply ‘bounce back’ and slot into their new roles after giving birth and that is simply dis-empowering for millions of women who feel they fall short of that expectation. It is crucial for the self-esteem of women and their children to celebrate women in all variations of motherhood and help her feel beautiful and supported just the way she is, in the chaos of those first few weeks and months.”

“We have created 10th Month to engage and support new mothers at a critical time, when they need help most” Paul Waddup, Creative Director at J. Walter Thompson London