Mum and baby care brand Frida aims to “break down the walls of censorship” in women’s health in the UK, with a new campaign.
Titled ‘Frida Uncensored’, the work centres around the idea that “women deserve the truth about birth and postpartum recovery and not sugar-coated myths or silence”.
As part of the campaign, the firm, founded by Chelsea Hirschhorn, has launched a paid casting call and resource platform. The platform will offer “unfiltered advice” on everything from at-home insemination to c-section scars.
Frida’s paid casting call asks women to share their stories to help “rewrite” the narrative around conception, pregnancy and postpartum.
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These will be supported by a month-long out-of-home and guerrilla marketing campaign across London.
It comes as over 90% of UK women’s health organisations reported being censored on online platforms for ‘pornographic’ content.
According to the brand, 40% of women can’t access a midwife for questions after birth and 1 in 5 women present with a mental health issue after having a baby.
The brand also highlighted that 1 in 3 women feel unprepared for their baby.
