Peanut Gives Voice to Motherhood in New ‘Invisible Mothers’ Campaign
‘Invisible Mothers’ is the new campaign from Peanut, an app and a community space for over 3.5 million women to connect and find support. Hannah Hastings, VP of brand marketing and communications, shares that the campaign was based on a research paper, ‘The State of Invisibility’, which delves into insights from thousands of women to learn about their experiences of motherhood and place in society postpartum. Many of the insights and statistics are very revealing, with 95% of women agreeing that the invisibility they feel as mothers in society has a detrimental impact on their mental health.
The campaign’s photography - produced by The Gate Films and producer, Rhiannon Lewis - doesn’t shy away from authentically representing women’s bodies and the toll that motherhood can take. The women featured are purposefully diverse to ensure that anyone looking at the visuals can see themselves and their struggle reflected. Hannah stresses that “Peanut is all about real women, real stories, and real conversations” so the diversity and authenticity was always going to play a vital role in the campaign.
The teams created a positive and empowering mood on set during production to ensure that all the women - all of whom were living with issues discussed in the research paper - would feel comfortable appearing in natural lighting while the final visuals didn’t use any retouching. ‘Invisible Mothers’ is a powerful call to action that brings attention to the issues that can so often fly under the radar yet cause so many problems if they remain unaddressed.
Today, LBB spoke to Hannah to find out more about the campaign’s rationale, working with The Gate Films on its production, and why Peanut is hoping it gives voice to the issues that society can’t afford to ignore.
LBB> Tell us a little bit about the idea behind the ‘Invisible Mothers’ campaign - why does Peanut feel like it’s needed today?
Hannah> ‘Invisible Mothers’ was inspired by our community. We noticed that the theme of invisibility was consistently engaged across our social media channels and the conversations happening on Peanut. Realising that so many women felt invisible, unacknowledged, and unsupported in their roles as mothers or potential mothers, we decided to conduct extensive research.
Today's society often seems to celebrate motherhood, but the reality is that it falls short in providing the recognition and support that mothers truly deserve. And the emotional and mental toll of this invisibility is significant, with many women battling anxiety, stress, burnout, loneliness, and more.
This is why we felt compelled to launch 'Invisible Mothers'. It's not just about raising awareness; it's a call to action. We’re here to shine a light on the hidden challenges, offer solutions, and encourage society to better understand and support the complexities of all stages of motherhood.
Our hope is that by sharing these stories, insights, and solutions, we can foster more empathy, compassion, and genuine conversations around motherhood.
LBB> The campaign is based on a research paper. Can you share some of the key findings and what they reveal about society?
Hannah> Our research paper, 'The State of Invisibility,' is based on insights from over 3,600 women from Peanut’s community, and it reveals some eye-opening findings about the challenges modern mothers face in today's society, at all stages of their journey.
72% of UK women feel invisible in their motherhood journey, while a staggering 93% feel unappreciated, unacknowledged, or unseen in their roles as mothers or potential mothers. 93% of these women reported that, since becoming mothers, their identities had been reduced primarily to just one: being a mother. This identity loss is something many women can relate to but often goes unnoticed by others.
Additionally, 94% of women feel immense pressure to prioritise the needs of their families, partners, jobs, and other responsibilities over their own well-being, contributing to the overall sense of invisibility. It's a heavy burden that many women carry, and it's taking a toll on their mental and emotional health.
Almost half (46%) of women felt unsupported by the healthcare system after giving birth, and 70% expected more assistance from societal infrastructure than they actually received. This shows that there's a crucial gap between the support mothers need and what they're actually getting.
Perhaps most concerning is that 95% of women agreed that this invisibility has a detrimental impact on their mental health. It's clear that the societal expectations for women to 'do it all and be it all' are causing significant stress and anxiety. These findings collectively emphasise the urgent need for greater recognition and support for mothers.
LBB> The visuals of the campaign are powerful and diverse. What was your thinking behind the visuals and how did you walk the line between realistic versus sensationalist?
Hannah> Firstly, thank you! In creating these images, our primary goal was to reflect the raw, authentic experiences of motherhood that we see on Peanut. We wanted to create a visual narrative that speaks to the breadth of challenges, joys, and unseen struggles that women navigate daily.
Peanut is all about real women, real stories, and real conversations, so right from the outset, it was important the visuals reflected that. Our aim was to portray the diverse realities of motherhood in a way that resonates and validates women’s experiences. Every woman featured in the shoot had first-hand experience of the experience they’re representing and the associated struggles.
Our cast included a woman navigating IVF, a woman who battled with severe hyperemesis gravidarum (HG), a woman who experienced mental health struggles, a woman who recently gave birth, a woman who struggled with loss of identity, and a woman who faced judgement when returning to work.
In short, the stories behind each image are rooted in real experiences and emotions. We wanted the visuals to evoke empathy, understanding, and a sense of solidarity, encouraging society to look beyond the surface and acknowledge the invisible layers of motherhood.
The production team worked meticulously to create a supportive environment on set, one where the women could feel safe and empowered to reveal their postpartum bodies. We used natural lighting and zero retouching (aside from removing the faces) in post-production to maintain the integrity of the images and to highlight the beauty in the rawness of their experiences.
By focusing on the intimate details of their bodies – the IVF bruises, stretch marks, the c-section scars, and the changes that come with childbirth – we sought to normalise these aspects of motherhood and challenge the unrealistic standards often perpetuated by society and media.
The aim was to create visuals that are not just powerful, but also transformative; visuals that encourage society to embrace the diverse and real experiences of mothers, and to foster a culture of acceptance and support.
LBB> Overall, the campaign deals with highly sensitive and emotive issues. What was the behind the scenes atmosphere like?
The atmosphere behind the scenes was one of respect, solidarity, and shared purpose. Everyone involved in the campaign was acutely aware of the sensitive and emotive issues we were addressing, and this created a unique bond and a profound sense of responsibility among the team.
There was a mutual understanding that we were working on something much bigger than just a photoshoot; we were giving voice to the experiences of millions of women, shining a light on their stories, and pushing for societal change. This sense of mission infused the set with a deep sense of commitment and care.
At the same time, we ensured that there was a strong support system in place for everyone involved, recognising the emotional toll that engaging with such personal and profound stories could take. There were moments of raw emotion, as people shared their own experiences or reflections inspired by the campaign.
Despite the weight of the subject matter, there was also an atmosphere of hope and empowerment. We were united in our belief that this campaign could spark conversations, challenge societal norms, and ultimately contribute to a world that sees and values women in all their complexity.
LBB> What were your main considerations when looking for the right production partner for the campaign?
Hannah> One of our primary considerations was finding a partner who had personal and genuine insight into the journey of motherhood, which is why we decided to collaborate once again with Rhiannon Lewis at The Gate Films.
Rhiannon’s first-hand experiences as a mother bring a depth of understanding, empathy, and consideration that is invaluable to a campaign like this. She has lived through many of the challenges we address in 'Invisible Mothers,' providing her with a unique perspective. This helped ensure that every aspect of production, from the visual storytelling to the representation of diverse motherhood experiences, is handled with the care, sensitivity, and authenticity it deserves.
LBB> After sharing the brief with The Gate, what was their initial reaction to it?
Upon sharing the idea and brief with The Gate, their reaction was incredibly positive and deeply empathetic. Rhiannon expressed how much she resonated with the concept, having personal experiences with many of the challenges we were aiming to highlight through 'Invisible Mothers.'
She immediately understood the gravity of the message we wanted to convey and the importance of bringing these often-silenced issues to the forefront. Her enthusiasm and passion for the project was clear. Her first hand knowledge and understanding of the maternal experience ensured that every aspect of the campaign was handled with the care, sensitivity, and raw honesty that it required.
LBB> What are you hoping to achieve with the campaign?
Through 'Invisible Mothers', we are taking a stand against a society that pressures women to 'do it all' and 'be it all'. We are highlighting that this unrealistic expectation is not just overwhelming, but problematic. Women should not be constrained by societal pressures; instead, they should feel free to define their story on their own terms, in every aspect of their lives, including motherhood.
Our campaign is a powerful call to action, urging society to acknowledge and address the silent struggles that women face daily. By doing so, we aim to foster support and understanding, where mothers feel seen, heard, and valued. We are advocating for more empathetic conversations (‘How are you really?’ versus ‘How is the baby?’) and structural changes such as family-friendly workplace policies, shared parental leave, and comprehensive postpartum support from healthcare systems, recognising that these are crucial for creating an environment where women can thrive.
'Invisible Mothers' is about creating a societal shift, moving towards a world that fully embraces and uplifts mothers, acknowledging their strength and resilience, and celebrating them in all their complexity. We want to contribute to a world where no mother feels invisible.
LBB> What was the most challenging part of working on this campaign?
Hannah> One of the most challenging aspects was ensuring that we captured the breadth and depth of experiences that mothers and potential mothers go through. We wanted to ensure that every story, every emotion, and every struggle was represented authentically. It was crucial that the campaign resonated with women from all walks of life, providing a platform for them to feel seen and heard.
Additionally, we wanted to ensure ‘Invisible Mothers’ breaks through the noise, ensuring that our message reached as many people as possible. That’s why it was imperative that the visuals were powerful and thought-provoking. We wanted to create something that hasn’t been seen before.
LBB> What was your favourite part of working on it?
It’s hard to pick just one favourite part, as the entire process has been incredible. However, if I had to highlight one aspect, it would be the vulnerable real-life stories that were shared by our community during the research phase.
These brave women opened up and shared their most personal experiences of motherhood – the good, the bad, and everything in between. To see the strength, resilience, and vulnerability they displayed was nothing short of inspiring. It was a reminder of why we do what we do at Peanut, and it fuelled our commitment to ensure their stories were heard and valued.
The opportunity to challenge stereotypes, shift societal perceptions, and contribute to a movement that empowers women and mothers has been a true honour for our team.
LBB> Is there anything else you would like to share?
I want to express my profound gratitude to every woman who shared her story with us, Hannah> helping to shape 'Invisible Mothers' into what it is today. Your courage and honesty are the driving force behind this campaign, and together, we are working towards a world where every woman feels seen.
The production team worked meticulously to create a supportive environment on set, one where the women could feel safe and empowered to reveal their postpartum bodies. We used natural lighting and zero retouching (aside from removing the faces) in post-production to maintain the integrity of the images and to highlight the beauty in the rawness of their experiences.
By focusing on the intimate details of their bodies – the IVF bruises, stretch marks, the c-section scars, and the changes that come with childbirth – we sought to normalise these aspects of motherhood and challenge the unrealistic standards often perpetuated by society and media.
The aim was to create visuals that are not just powerful, but also transformative; visuals that encourage society to embrace the diverse and real experiences of mothers, and to foster a culture of acceptance and support.
