“Those were thoughts I didn’t feel like I could say out loud,” Guimaraes said. “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.”
The campaign will run nationwide in both English and Spanish across broadcast TV, online video, out-of-home, radio, and digital media platforms. Per the Ad Council’s model, various media outlets donated the time and space for the PSAs to run, with pro-bono support from Mischief USA, WPP Media, and Datonics. Additional media partners for the campaign include Amazon Ads, Fuse Media, iHeartMedia, Kargo, Pinterest, and Reddit.
