#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.