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Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

Bonds Empowers New Mums with ‘Damn Dry Undies for Damn Strong Mamas’

11/07/2022
Advertising Agency
Melbourne, Australia
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Campaign from Special aims to smash entrenched stigmas and empower new mums with normal looking undies for a normal part of motherhood

Podcast host, author and influencer, Ellidy Pullin, joins a powerful line up of mums and bubs in Bonds’ new campaign to launch Damn Dry Undies - undies that protect against light bladder leaks and help new mums feel comfortable and confident to take on the day.

Created by Special, the campaign ‘Damn strong mamas deserve Damn Dry Undies’, aims to smash entrenched stigmas and empower new mums with normal looking undies for a normal part of motherhood. 


With a refreshingly unapologetic honesty that cuts through category norms, the campaign moves to disrupt a space that is typically clinical in its language. The creative flips the script on the universal experience of light bladder leaks that most new mums will face, showing it for what it is - a side effect of extreme strength and endurance. 

Bonds brand manager, Edwina Moller, said: “Giving birth is a sign of immense  strength and light bladder leaks are a totally normal part of this process. So why should women be told they have to be 'discreet' and 'hide' from this? With this campaign, we really wanted to give the power back to mums.”


Lea Egan, creative director at Special added: “As parents ourselves, it was so important to us that this campaign heroes the strength of motherhood with a refreshing realness. If you just had a baby, you should be DAMN proud! We wanted this strength to sing through the campaign.” 

The campaign comes to life across OLV, social, digital display and podcast integration. 

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