Philips Avent has partnered with Strictly Come Dancing star Oti Mabuse to help new mums as they deal with the pressures of early motherhood.
Inspired by the proverb: “It takes a village to raise a child”, the Dutch brand’s campaign will see the roll-out of ‘Share the Care’ benches across the UK, providing mums with spaces to pause, breathe and take a moment for themselves.
The creative is based on research gathered by Philips Avent which suggests as many as 86% of mums say they wish they had more time for self-care and basic daily needs, while 81% admit they didn’t realise how important their ‘village’ would be until they became parents.
“As a working mum, I know too well how difficult it is. Motherhood is beautiful, but it can also be overwhelming and full of impossible expectations,” said Mabuse.
“I count on my village to step in so I can get small pockets of time to look after myself so that I can be the best version of myself for my family. Even if that’s simply going for a walk or sitting on a bench and having a moment to myself. These small moments allow me to recharge and be the best mum I can be for my baby,” she added.
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As part of the awareness campaign, Philips Avent has also enlisted NHS GP and BBC Morning Live’s resident doctor, Dr Punam Krishan, who shared her top three self-care tips:
1. Care for yourself as you care for your child
“As a doctor and a mum, I see first-hand how demanding motherhood can be. Remember, when you are well, your family is well too.”
2. Schedule time just for you
“Even 10 minutes can make a difference. Block it in your diary and treat it as non-negotiable. Use that time to take a walk, enjoy a coffee with a friend, or simply breathe and reflect.”
3. Ask for help and share the load
“Motherhood was never meant to be a solo journey. Lean on your support system – friends, family, neighbours – and take the time you need without guilt.”
