Pregnancy Skincare Brand Pure Mama's Campaign Promotes Candid Conversations About Pregnancy

PURE MAMA, a pregnancy skincare company, has teamed with Crave Global to enter into Australia with a campaign that empowers women to have honest and candid dialogues during their pregnant experience.

The campaign, which is being rolled out across out of house, trams, digital, social, influencers, and PR, has already sparked criticism for its billboards that expose unsaid facts about pregnancy experiences and feature the words 'vagina' and 'boobs' beside an image of a pregnant lady in her underwear.

Following a series of discussions with major industry groups, the work was given the get-ahead to go to market as anticipated.

According to Hadleigh Averill, ECD at Crave Global, after listening to hundreds of moms, it became evident that pregnancy was a rollercoaster journey of ups and downs for most women, one that was not publicly discussed in mainstream culture.

"By exploring pregnancy paradoxes, we were able to create a conversational platform that shed light on the bold juxtaposition between what pregnancy can look like in contrast to how it can feel," he explained.

"Women who feel beautiful and unattractive, full of life yet dying from nausea, or strong yet insecure, all of which can be exhausting and lonely if not discussed openly."

According to Averill, the agency's objective was to start a dialogue about pregnancy with outdoor and digital executions that emphasised the duality of pregnancy, and then leverage social media to widen the conversation with surveys and insights from actual moms to fully examine those taboo themes.

"In the same way that PURE MAMA promotes self-care and reflection, our goal was to normalise all pregnancy issues in order to help women feel heard, understood, and supported throughout their pregnancy journey."This included lectures about female anatomy and what happens to them during pregnancy. After all, it's 2023!" he said.

The brand just released its product line online at MECCA, which includes belly oil, a category first Magnesium body rub, popular nipple butter, bump scrub and a variety of gift packages. PURE MAMA creator and CEO Lara Christie interviewed over 2,000 women about their pregnancy experiences while designing the line.

Crave Global's MD, Daniel Hopkirk, stated that it was a pleasure to work with Christie and the team at PURE MAMA from the strategy's genesis through the creation of a foundation for the brand positioning.

"From there, the creative idea centred on the pregnancy paradox grew." "We're all about collaborating with purpose-driven brands to create movements that drive an unfair share of voice," Hopkirk explained.

"We knew PURE MAMA had a strong and passionate following, and we wanted to use this as a force for good, to shift the paradigm, and move beyond simply product."

Christie felt that as a self-care company that assists women during their pregnancy, she had a duty to be honest.

"To be unafraid to speak the truth in its most genuine and raw form." "All too often, the physical and emotional toll of pregnancy is buried beneath a sea of cute Instagram baby scan photos, announcement posts, timeline growth photos, and curated baby showers," she added.

"Crave Global assisted us in focusing on those insights and developing a campaign that would connect with women and spark conversations about the more difficult aspects of pregnancy."

According to Hopkirk, the new campaign will empower women by recognising the difficulties that pregnancy may bring.

"By facilitating these conversations, we hope to bring attention to pregnancy contradictions and make women feel less alone," he says.

"Women may not enjoy every minute of their pregnancy, and we recognise that raising the next generation isn't always easy, but it's always worthwhile."