#OneRealPressure – Baby Dove 2022 | Clapboard Ad Archive

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#OneRealPressure - Baby Dove | Clapboard Ad Archive

Baby Dove’s 2022 #OneRealPressure campaign confronts the silent epidemic of postpartum mental health struggles by centering real new mothers’ stories in a documentary-style short film titled Under Pressure, a choice that sits squarely in Clapboard’s FORMAT#10—Associated User Imagery. This campaign addresses the harsh realities faced by one in five new moms experiencing conditions like Baby Blues, Postpartum Anxiety, and Postpartum Depression, pushing back against the societal myth of the perfect mother at a time when vulnerability and support are critical. By pairing authentic testimonies with a modern rendition of Queen’s Under Pressure performed by Claudia Gomes, a new mother herself, Baby Dove leverages cultural resonance and emotional immediacy to destigmatize postpartum challenges and validate the complex emotional landscape of motherhood. The brand’s collaboration with Postpartum Support International strategically extends the campaign beyond awareness into action, offering tangible resources and fostering a community where mothers can share experiences and find help. This approach elevates Baby Dove from a conventional beauty brand to an advocate for maternal mental health, reflecting evolving consumer expectations for brands to demonstrate transparency, empathy, and social responsibility in the maternal care space. The campaign’s insight that 70% of new mothers feel intense postpartum pressure is translated into a narrative that humanizes these struggles rather than sanitizing them, with the product serving as a facilitator of support rather than the centerpiece of the story. The film’s authentic user imagery and candid storytelling effectively engage the target demographic of new and expecting mothers in the United States, as evidenced by its reach of over 1.25 million views. Baby Dove’s #OneRealPressure earns 74/100 in Clapboard’s global creative archive. This campaign matters to the industry because it demonstrates how beauty brands can move beyond product-centric messaging to become meaningful allies in social issues by prioritizing genuine storytelling that amplifies underrepresented voices and encourages systemic support for maternal well-being.

Credits

Client

Baby Dove

Category Mind Map

48%

The #OneRealPressure campaign by Baby Dove aims to confront the often unspoken realities of postpartum motherhood by highlighting the mental health challenges new mothers face. The brand proposition centers on offering empathy, validation, and tangible support to new moms who grapple with societal expectations of perfection during this transformative period. By acknowledging the complex emotional struggles—such as Baby Blues, Postpartum Anxiety, and Depression—that affect one in five mothers, Baby Dove positions itself as not just a beauty brand, but a partner invested in maternal well-being and mental health. The campaign’s market strategy leverages a social impact approach rooted in authentic storytelling and partnership with credible organizations like Postpartum Support International. Recognizing a powerful insight—70% of new mothers feel intense pressure during postpartum—the campaign uses a documentary-style short film, “Under Pressure,” featuring real moms and a contemporary rendition of Queen’s “Under Pressure,” performed by a new mother herself. This creative approach humanizes postpartum struggles, destigmatizing the topic while fostering a community where mothers can share their experiences. The focus on genuine stories and mental health support resources enhances Baby Dove’s relevance beyond product use, aligning the brand with evolving consumer expectations for transparency, inclusivity, and social responsibility in the beauty and maternal care space. The campaign’s performance metrics, including over 1.2 million views and meaningful online engagement, underscore its resonance with its target demographic of new and expecting mothers in the U.S. seeking both understanding and practical support.

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign best fits FORMAT#10 because the film centers on real new mothers and authentically depicts their postpartum struggles and emotional realities. By sharing the personal stories of new moms—including musician Claudia Gomes, a new mom herself—the campaign crafts relatable user imagery, not simply a narrative arc or overt product demonstration. The storytelling is documentary in style, aiming to destigmatize postpartum issues by showing target users grappling with the very pressures other moms face. The product serves as a support facilitator, not a plot device, emphasizing relatability over dramatized solutions.

1. Johnson’s Baby – Market Positioning Johnson’s Baby leverages its long-standing heritage and trusted reputation to emphasize gentle, clinically-tested products that prioritize infant safety and soothing care. Their positioning focuses on reassuring parents with decades of research while promoting products that are hypoallergenic and dermatologist recommended. 2. Aveeno Baby – Market Positioning Aveeno Baby differentiates itself through the use of natural, oat-based ingredients known for their soothing and moisturizing properties. Their strategic angle is rooted in combining nature and science to offer gentle, effective skincare solutions for sensitive baby skin and the needs of new mothers. 3. Mustela – Market Positioning Mustela positions itself as a premium, dermatologist-recommended brand specializing in natural, plant-based skincare tailored specifically to meet the unique needs of babies and new mothers. Their strategy emphasizes safety, efficacy, and eco-conscious formulations. 4. The Honest Company – Market Positioning The Honest Company centers its brand on transparency, sustainability, and non-toxic ingredients, targeting millennial parents who seek clean, safe, and ethically produced baby care products. Their marketing highlights social responsibility alongside effective personal care solutions. 5. Burt’s Bees Baby – Market Positioning Burt’s Bees Baby differentiates by focusing on 100% natural and organic ingredients combined with eco-friendly packaging. Their brand appeals to environmentally conscious parents wanting gentle, chemical-free products that support wellness for both baby and mother.

Q: What is #OneRealPressure about? A: #OneRealPressure is a 2022 campaign by Baby Dove in the United States that addresses the intense and often unspoken pressures new mothers face during the postpartum period. The campaign centers on a documentary-style short film titled Under Pressure, which features real mothers sharing their postpartum mental health struggles, including Baby Blues, Postpartum Anxiety, and Depression. By highlighting that one in five new moms experience serious mental health challenges, the campaign aims to destigmatize these issues and foster open conversations. Baby Dove partners with Postpartum Support International to provide resources and support, positioning itself as an advocate for maternal well-being beyond its beauty category. Q: What creative device does #OneRealPressure use? A: #OneRealPressure employs FORMAT#10 ASSOCIATED USER IMAGERY from Clapboard’s 12-format taxonomy, which focuses on depicting a user profile the target audience can relate to or aspire to. The campaign’s documentary-style film features authentic stories from real new mothers, including musician Claudia Gomes, to portray the emotional realities of postpartum struggles. This approach prioritizes relatability and genuine user experience over dramatized narratives or direct product demonstration, using the product as a support facilitator rather than a plot device. The creative device humanizes postpartum challenges and encourages empathy and community among viewers. Q: What is the campaign proposition for #OneRealPressure? A: The strategic positioning of #OneRealPressure by Baby Dove centers on confronting the societal expectation of perfection imposed on new mothers by highlighting the mental health challenges they face, such as Baby Blues, Postpartum Anxiety, and Depression. The campaign speaks directly to new and expecting mothers who feel overwhelmed by postpartum pressures, offering empathy, validation, and tangible support. By partnering with Postpartum Support International and sharing authentic stories, Baby Dove extends its brand purpose beyond beauty products to become a trusted ally in maternal mental health and well-being, aligning with evolving consumer demands for transparency and social responsibility. Q: How does #OneRealPressure rank in Clapboard's archive? A: The Clapboard Campaign Score for #OneRealPressure is 74/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. The rating acknowledges the campaign’s effective use of authentic storytelling and social impact to engage its target audience and address a critical public interest issue within the beauty and maternal care category. Q: Who are the competitors in Baby Dove's category? A: Baby Dove competes with brands such as Johnson’s Baby, which leverages its heritage and trusted reputation to emphasize gentle, clinically-tested products focused on infant safety and soothing care. Aveeno Baby differentiates itself through natural oat-based ingredients that combine nature and science for sensitive baby skin and new mothers. Mustela positions as a premium, dermatologist-recommended brand specializing in natural, plant-based skincare tailored for babies and mothers. The Honest Company targets millennial parents with a focus on transparency, sustainability, and non-toxic ingredients. Burt’s Bees Baby appeals to environmentally conscious parents by offering 100% natural and organic ingredients with eco-friendly packaging.