Baby Dove aims to help destigmatize postpartum challenges and the pressures new moms face with its new #OneRealPressure campaign.

Just in time for Mother’s Day, the new campaign aims to inspire real conversation about navigating the pressures of early motherhood. This initiative is part of the brand’s ongoing commitment to bolster parents’ belief in their ability to care for their babies with confidence, with support.

The campaign call-to-action will empower moms to talk about the real experiences they have faced during their own postpartum journeys.

Dr. Kristin Tully, PhD, a leading member of the UNC School of Medicine’s 4th Trimester Project, comments, “We partnered with Baby Dove to listen to people’s postpartum experiences. Motherhood is a lot. The research suggests that many birthing parents or caregivers do not have opportunities to authentically share their realities and connect– which reflects our culture and our inner voices.”

Tully adds, “We stand together to change the narrative. Being open and vulnerable is a sign of strength and an important part of improving systems of support. We look forward to a future in which the postpartum tune is about wellness and joy.

Baby Dove will release a short film, titled: “Under Pressure.” The film will feature stories of real challenges new moms face, to destigmatize conversations around the struggles of the postpartum experience and is set to a modern rendition of Queen’s “Under Pressure,” performed by Claudia Gomes, a new mom facing her own postpartum pressures.

This film features a montage of raw scenes depicting some of the earliest and most challenging moments of motherhood, including: feeding obstacles, sleep deprivation, body changes and balancing responsibilities outside of the home. The film intends to build a shared sense of experience and recognize the real, unfiltered, and often unshared moments of new motherhood.

On May 4th, Baby Dove, in partnership with BabyCenter, will convene leading experts across postpartum specialties to engage in a virtual roundtable discussion focused on signs, symptoms and support for moms experiencing Postpartum Depression or Anxiety.