Reclaiming the word ‘postpartum’
from the jaws of ‘depression’.

Due to the over-medicalisation of the postpartum experience, the word ‘postpartum’ had become so wedded to ‘depression’ that if you searched the term on any stock library, most of what you’d find were disheartening photos of scared or frustrated mums.

So we partnered with Getty Images to change that - creating a publicly-available image gallery celebrating a more nuanced view of postpartum life. Establishing an enduring space in culture where women could reclaim the word ‘postpartum’ and brands, governments and institutions could access the images to continue to do the same.