Mommy Bahama Reminds the Public That Maternity Leave is No Vacation
Ellen Smith — May 21, 2018 — Social Good
References: mommybahama & creativity-online
In an effort to combat the negative perceptions of maternity leave, the advertising agency 72andSunny created a fake clothing company called Mommy Bahama.
The entire campaign was designed to emphasize that maternity leave is hard work, not just a vacation. The agency approached this message through designing a line of vacation-esque clothes and accessories that feature built-in functions that all new moms are familiar with, like breast pumps, mesh underwear and C section belts.
In a statement, 72andSunny New York Creative Director, Tara Lawall said that, "as a culture we are oddly quiet about the realities of maternity leave and there is a lot of pressure to have the most amazing time. Our hope through 'Mommy Bahama' is that this crazy idea sparks conversation about maternity leave that can help new moms feel supported and seen."
The entire campaign was designed to emphasize that maternity leave is hard work, not just a vacation. The agency approached this message through designing a line of vacation-esque clothes and accessories that feature built-in functions that all new moms are familiar with, like breast pumps, mesh underwear and C section belts.
In a statement, 72andSunny New York Creative Director, Tara Lawall said that, "as a culture we are oddly quiet about the realities of maternity leave and there is a lot of pressure to have the most amazing time. Our hope through 'Mommy Bahama' is that this crazy idea sparks conversation about maternity leave that can help new moms feel supported and seen."
Trend Themes
1. Reimagined Maternity Fashion - Opportunity for fashion brands to create innovative and functional clothing items that cater to the needs of new moms during maternity leave.
2. Maternity Leave Awareness - Opportunity for advertising agencies to develop campaigns that highlight the challenges and realities of maternity leave, sparking conversations and support for new moms.
3. Breaking Stereotypes - Opportunity for brands to challenge traditional perceptions of maternity leave and redefine it as a time of hard work and adjustment, rather than a vacation.
Industry Implications
1. Fashion Industry - Fashion brands can tap into the market of maternity leave fashion by creating stylish and functional clothes designed specifically for new moms.
2. Advertising Industry - Advertising agencies can develop campaigns that raise awareness about the challenges of maternity leave, promoting support and understanding for new moms.
3. Parenting Industry - Brands in the parenting industry can create products and services that cater to the needs of new moms during their maternity leave, providing support and assistance.
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