The Secret to Motherhood, a maternal mental health effort from the Ad Council’s “Love, Your Mind” campaign, supported by the Arthur M. Blank Family Foundation and Huntsman Mental Health Foundation, launched to encourage new and expecting moms to prioritize their mental health, so they can better cope with the challenges of motherhood, as an essential part of caring for themselves and their little ones.
The effort debuted with “What’s Her Secret?” a new suite of public service announcements that reflect a simple truth: postpartum struggles are more common than many people realize. One in five moms are impacted by maternal mental health conditions, which, per the CDC, are the #1 leading cause of pregnancy-related deaths. Yet, in large part due to stigma, three in four conditions go untreated. To help break through that stigma, for moms and the infants who depend on them, The Secret to Motherhood encourages moms to recognize that many of the tough emotions and challenges they experience are common, while connecting them with tools and resources to help care for their mental well-being.
The campaign is designed to reach moms in the earliest, most vulnerable stages of motherhood. Developed through months of research with moms and input from experts, the effort is available in English and Spanish with new broadcast and digital creative, strategic partnerships and talent activations with trusted messengers. All campaign elements direct to a robust, expert-vetted resource hub for moms, available at LoveYourMind.com/moms (ConAmorTuMente.com/mama).
“The real secret to motherhood isn’t having all the answers. It’s knowing you don’t have to go through it alone,” said Heidi Arthur, chief campaign & program officer at the Ad Council. “With this creative platform, we’re shining a light on the emotional realities of early motherhood and reinforcing that for moms, seeking support is a strength, not a weakness.”
Created pro bono by Mischief USA, the campaign challenges the pressure that moms often feel to be perfect, which can get in the way of talking openly with others or seeking support when needed. The new creative reveals the emotional realities that many new moms experience but rarely discuss: pregnancy and early motherhood can be joyful and meaningful, but difficult emotions, self-doubt and mental health challenges are also common. Through relatable storytelling, the creative encourages moms to recognize when their mind may need additional care, seek support when needed and connect with resources designed to benefit them and their child. And through it all, the work reinforces the message that mothers’ self-care is also a critical part of caring for their children.
Bianca Guimaraes, founding partner & executive creative director at Mischief, said: “I experienced postpartum depression after both of my pregnancies. After my first, I remember pushing the stroller through the park for hours every day. I didn’t really know what else to do. Honestly, my daily objective was just to pass the time. During those walks, I’d look at people without children, and all I could think about was how lucky they were to have that kind of freedom and independence. Those were thoughts I didn’t feel like I could say out loud. That’s what this work is about: the thoughts we hide because they don’t sound like what a new mother is supposed to feel. I loved my children deeply. I was also struggling deeply. Both things can be true.”
This effort is supported by the Arthur M Blank Family Foundation, Huntsman Mental Health Foundation, Merck for Mothers, Perigee Fund, and others.
“Too many moms feel pressure to navigate pregnancy and early motherhood on their own,” said Beth Brown, managing director, effective philanthropy and learning, Arthur M. Blank Family Foundation. “When moms are equipped with the resources and support to prioritize their mental health, the benefits extend beyond the individual, helping both mothers and infants thrive.”
“Early motherhood can come with many challenges, including difficult emotions and, for some, significant mental health conditions,” said Dr. Rana Jawish, Huntsman Mental Health Institute. “Maternal mental health challenges are common and highly treatable, yet stigma, lack of awareness and other barriers keep too many women from getting the care they need. By encouraging early recognition and open conversations, we can improve outcomes for mothers, babies and families.
“When we care for a mother’s mental health, the benefits reach beyond one person. We know that babies develop through their earliest relationships, and that responsive, nurturing interactions help shape their developing brains and emotional well-being. Supporting a mother’s well-being can strengthen those critical early connections and create a healthier foundation for both parent and child to thrive,” said Lisa Mennet, PhD, Perigee Fund founder, and infant and childhood mental health clinician.
Per the Ad Council’s model, the PSAs will run nationwide in time and space donated by media outlets across broadcast TV, online video, out-of-home, radio and digital media platforms, with pro-bono support from audience data provider Datonics, media strategy and planning from WPP Media, with additional support from Amazon Ads, Fuse Media, iHeartMedia, Kargo, Pinterest, Reddit and more. Moms can access expert-vetted mental health resources, practical tools and support designed to help them navigate pregnancy and early parenthood at LoveYourMind.com/moms. They can also follow the campaign on Instagram, Facebook, X, Pinterest and TikTok for additional content.