⚡Mother F**ker incoming⚡ Today we launch Mother F**ker; an important collaboration between Pregnant Then Screwed and The Dad Shift to shed light on UK paternity leave and what it does to mums. UK paternity leave is the worst in Europe: two weeks at less than half the minimum wage, or nothing if you’re self employed. Two weeks is nowhere near enough, particularly if you’ve had a C-section, which more than 40% of mums now do. Doctors tell mums it will take them six weeks to recover, but after just two weeks they are left alone to struggle both physically and mentally. Often, they aren’t able to lift their baby properly. Launching across nationwide OOH, press and socials, the campaign is supported by 12 beautiful portraits of women who’ve recently had c-sections including the powerhouse Anna Whitehouse, all shot by the wonderful Sane Seven, a leading portrait photographer and gender-equality artist whose images challenge how women are represented today. The design work is by Kerry Roper who also brought his incredible skills to Career Shredder. Lots more to come, but for now please comment, repost and share so we can make as much noise as possible. There's a debate in Parliament this week about raising statutory maternity and paternity pay: email your MP and ask them to attend it (really easy to do using the link in @dadshiftuk bio).
Reposting on my first day back to work after 2 weeks off (unpaid) after the birth of my second kid. Loving everything you’re doing Gemma. Would love to help in any way!
Fantastic, impactful campaign - you’ve nailed the market insight. As a mum of two who had to recover from c sections pretty much on my own while my partner had to return to work, I can confirm it’s 💯 brutal and completely out of touch. I really hope this gets the cut through it deserves x
Gemma Phillips Thanks for highlighting this very pressing issue. It is imperative that a caring society does the best it can to help and support the parents / guardians of new borns. But we can also flip the issue to “Boomers” like me who may have to take care of elderly and infirm parents and relatives. These elderly people need help with toiletting, dressing, feeding, mobility and communication. But unlike a baby, the elderly do not not improve with age, they deteriorate further and caring for them is as stressful as raising a new born, or, in the case of dementia sufferers, worse. So I wish you well with your campaign, but I would welcome an ad agency to help raise awareness of the needs of the millions of carers of aged folks who also have to take unpaid leave from work to help their loved ones or to visit them in hospital on a regular basis.
2 weeks is complete and utter madness Gemma Phillips I had a c-section with my 3rd child and then a blood transfusion - the recovery was so awful. I could not even turn myself over in bed
When my son was born his Mum had an emergency c-section due to complications in the labour and him eventually being in distress. There were further complications in the delivery and she could easily have died from the blood loss. They were both kept in the hospital for care and observation for nearly three weeks. I used the last of my holiday days that year for the third week, and got them home for a couple of days before I had to go back to work. 🤷♂️
Gemma Phillips your creativity is off the charts 👏🏿👏🏿
prem birth. Husbands 2 weeks off whilst me and baby were in hospital. back at work by the time we came home. No wonder my PNA got so bad
As a new dad, with a six month old born by C-section, the idea of leaving your wife alone with the baby after two weeks is completely impossible to get my head around. I was lucky, I was between jobs so had the first four months at home and got to enjoy that ride and support where I could. Those first few months are precious, but can also be absolutely brutal and beyond difficult. And in a time where many of us have moved away for work and don't have family on our doorsteps, surely we need to do better and offer new parents a much improved Pat Leave package.
Content Marketing Specialist at Doulton Water Filters 💧
2w6 weeks recovery from a c section, where you cannot drive and feel like a hot knife is being stabbed into your stomach and you need to take your baby to appointments on the cusp of that time - yet 2 weeks support from the father. MAKE IT MAKE SENSE. And that's before we get started on NICU stays, medical issues, mental wellbeing and other reasons the whole family needs to be collaborating as a unit in those precious weeks after the baby arrives.