'Frida Uncensored' fights back against censorship of women's health in the UK
Frida, the mum and baby care brand, founded by Chelsea Hirschhorn, is launching its Frida Uncensored campaign to break down the walls of censorship surrounding women’s health in the UK.
The campaign includes a paid casting call and a new uncensored women’s health resource platform, all of which is supported by a month-long OOH and guerrilla marketing campaign across London.
The launch of Frida Uncensored in the UK - the brand's biggest market outside of the US - arrives at a time when NHS support is under strain and more British women are turning to social platforms to fill the gap for guidance, only to find their experiences censored or misrepresented.
Over 90% of UK women’s health organisations reported being censored on social platforms for “pornographic” content in the past year, whether through blocked ads, removed posts, or algorithmic suppression. In the UK, 40% of women said they couldn’t access a midwife for questions after birth, whilst 1 in 5 women in the UK experience a mental health issue after giving birth. Additionally, it's reported that 1 in 3 women feel unprepared for their baby. With women representing 75% of online influencer accounts, a significant number of whom are mothers, we should be living in a golden age of digital maternal support. Instead, women are being silenced — and Frida is fighting back.
The Frida Uncensored platform offers real, unfiltered resources for women, from how-to videos on at-home insemination to cracked nipples, and c-section scars. It has created a space women deserve, to fully understand their bodies during transformative stages of life, stripping away the fear, the mystery and the shame associated with the most intimate aspects of birth.
The campaign also supports the UK’s midwife-led model and offers a safe space, with medically reviewed content, for real alternatives to filtered content and fake relatability. From episiotomy scars to mastitis, Frida Uncensored is about honesty and what actually happens.
The message is simple: women deserve the truth about birth and postpartum recovery and not sugar-coated myths or silence.
In addition, to help build out their content, Frida has launched a paid casting call, calling on women to ‘show us yours’ - sharing their stories for the greater good of health education, to help rewrite the narrative around conception, pregnancy, and postpartum. Frida needs real women, real bodies, and real experiences to make this movement thrive.
The campaign will be supported by a month-long, provocative and eye-catching OOH marketing campaign that includes billboards at Stamford Bridge, Chelsea and wild postings and street decals across London.
Credits:
Creative: Frida
Photography: Daniel Sims
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