Ad Council Launches Campaign to Address Maternal Mental Health Issues

The campaign debuted with a series of public service announcements called "What's Her Secret?" highlighting that postpartum challenges are more widespread than commonly believed. According to the CDC, one in five mothers encounters maternal mental health conditions, which are the leading cause of pregnancy-related deaths. However, stigma contributes to the fact that three in four of these conditions remain untreated. The initiative seeks to break this silence by helping mothers understand that their struggles are common and by providing access to resources for mental health support.

Targeted at mothers in the early stages of motherhood, the campaign was developed after months of research and feedback from experts and mothers. It features messaging available in both English and Spanish, along with partnerships and outreach to trusted voices in the community. All campaign materials lead to a resource hub at LoveYourMind.com/moms (ConAmorTuMente.com/mama).

Heidi Arthur, the chief campaign and program officer at the Ad Council, emphasized that the campaign aims to normalize conversations around the emotional complexities of motherhood, noting that seeking help is a strength, not a weakness. The campaign challenges the unrealistic expectations many mothers face, encouraging them to talk openly about their feelings and seek support.

Bianca Guimaraes, a founding partner and executive creative director at Mischief, shared her personal experience with postpartum depression, illustrating the internal struggles many mothers confront but seldom voice. "I loved my children deeply. I was also struggling deeply. Both things can be true," Guimaraes stated.

Beth Brown from the Arthur M. Blank Family Foundation highlighted the importance of providing resources to ensure that mothers do not feel isolated during this transitional period. Dr. Rana Jawish from Huntsman Mental Health Institute pointed out that while maternal mental health challenges are treatable, many women do not receive the necessary care due to stigma and lack of awareness.

Research indicates that maternal mental health directly affects child development. Providing support to mothers can foster healthier early interactions with their children, establishing a strong foundation for their emotional well-being.

The Ad Council will distribute the PSAs nationwide across various media platforms, with pro-bono support from several organizations. Resources are available at LoveYourMind.com/moms, and the campaign can also be followed on social media platforms including Instagram, Facebook, and TikTok.

"Love, Your Mind" is a national campaign designed to inspire openness about mental health concerns and is supported by various organizations to promote community support for those facing mental health challenges. For more information, visit LoveYourMind.com or follow the campaign's social media pages.