A new Maltesers campaign, developed in partnership with Comic Relief for Red Nose Day, aims to make the ‘heavy stuff a little lighter’ by encouraging a more open dialogue around mums’ mental health.
The campaign is spearheaded by two TV ads which are based on conversations with a diverse range of mums who shared their real-life experiences about the light and dark side of motherhood – from the realities of breast feeding to navigating the pressures of motherhood.
The ads are supported by social media activity. Through bespoke Giphy stickers, social posts and Instagram stories, the campaign aims to encourage mums to share their personal experiences and break down taboos surrounding important maternal mental health conversations.
Leah Dyckes, Maltesers Brand Director said: “Through our advertising, campaigns and partnerships, Maltesers aims to help women build resilience, by laughing together through the tough stuff. It’s what we’ve always done and what we will continue to do, now and for years to come.”
The campaign comes as Maltesers extends its partnership with Comic Relief to a multi-year relationship. Over the next three years, money donated by Maltesers will help Comic Relief support the work carried out by projects like The Happy Mums Foundation and Smile Group, both of which support women with maternal mental health issues.
Clare Kiely, Head of Funding and Approaches at Comic Relief, commented: “Maltesers have been raising money for Comic Relief for over 10 years, and we’re excited to be working with them again this year for Red Nose Day to support maternal mental health. We know that more work is needed to help mums overcome the shame and stigma that can be attached to maternal mental health issues and together, we want all mums to feel recognised, supported and able to ask for and receive help when they need it.”
