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These ‘Unhappy Mother’s Day’ Cards Challenge the UK Government on Unaffordable Childcare


Wonderhood Studios and Pregnant Then Screwed let loose their frustration at the unaffordable childcare system in the UK

These ‘Unhappy Mother’s Day’ Cards Challenge the UK Government on Unaffordable Childcare

Pregnant Then Screwed is a charity dedicated to ending the motherhood penalty. This Friday 25th March, they have teamed up with Wonderhood Studios to launch Unhappy Mother’s Day – a day where mothers share their experiences and let loose their frustration at the unaffordable childcare system in the UK.

The launch comes just days after the UK government rejected a request by thousands of women to examine childcare costs. 113,000 petitioners who were calling for an independent review of childcare funding and affordability were told on International Women’s Day that there were no further plans to look into the issue.

In response to this ahead of Mother’s Day this Sunday, Pregnant Then Screwed in collaboration with Wonderhood Studios are flipping the annual celebration on its head with #UnhappyMothersDay. At the heart of the initiative is a social campaign which looks to subvert the traditional sugar-coated Mother’s Day aesthetic with a series of provocative cards that tell the real story of how government inaction is impacting women.

The cards spotlight recent findings from a survey conducted by Pregnant Then Screwed and Mumsnet which looks at the impact of childcare costs on families. The survey of 26,962 parents found that 43% of mums are considering leaving their job because of childcare costs, with 62% saying that the cost of childcare is now the same or more than their rent/mortgage. One in four parents say that they have had to cut down on necessary expenses such as food, heating or clothing to afford childcare.

The cards, illustrated by Rosie Kirton, aim to raise awareness of these statistics and the many challenges mothers experience when trying to have children and a career. Physical copies of the cards will be sent to influencers and MPs including Rishi Sunak, with digital versions being shared across social channels encouraging mothers to join the discussion, sharing personal experiences and using the hashtag #UnhappyMothersDay.

Jessica Lovell, founder & CSO of Wonderhood Studios, said: “This is such an important issue that holds women and their careers back. In the context of the cost-of-living crisis, it feels more pertinent than ever. Our ambition is to use Mother’s Day to get the issue of unaffordable childcare talked about and keep it on the agenda in a bid to drive meaningful change.”

Lauren Fabianski, Campaigns and Communications Manager at Pregnant Then Screwed, added:

“Unaffordable childcare is a significant contributor to The Motherhood Penalty. It forces women to take less well-paid roles, work fewer hours, achieve less seniority and get into debt. We think this #UnhappyMothersDay campaign is a great way to keep the national conversation going and remind the Government that mothers have had enough.”

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Categories: Charity, Corporate, Social and PSAs

Wonderhood Studios, Fri, 25 Mar 2022 09:08:33 GMT