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Bepanthen: 10th Month by J. Walter Thompson London

Client: Bepanthen
Date: May 2016
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A new global campaign called “10th month”, Bepanthen, the Bayer skin care brand, aims to speak to new mums and bring them the support and attention they need in the critical post-birth period.

The campaign is based on the insight that the minute a woman gives birth; society refocuses attention from the mother to the new born baby. The first month after birth – the tenth month – is a time that will challenge them physically and emotionally and when they might need validation and support.

In this powerful new campaign, Bepanthen shines a light back on new mums with an online film directed by Bafta nominated documentary maker, Elizabeth Stopford, which provides a rare and intimate glimpse into the lives of new mums as they adjust to their new roles. The film is also intended to drive traffic to the online platform, which provides new mums with practical advice and guidance through online editorial content, created and curated by journalists such as medical writers and clinical psychologists.

World-renown photographer Jade Beall created the beautifully intimate yet potent portrayals of post-natal women for online, outdoor and print communications.

The campaign, which also includes a children book written for new mums to bring the focus back on their feelings and needs, has launched in France and Brazil. It has soft-launched in Italy and will launch this month in the UK, followed by Turkey and other South American markets.


Executive Creative Director: Russell Ramsey, Chips Hardy

Creative Director: Paul Waddup

Additional Credits: TV Production Director: Toby Clifton

TV Assistant Producer: Rosanna Lawson

Planner (Creative Agency): Rachel Pashley, Jennifer Bonhomme, Katie Whitlock

Global Director: Bob Boxer

Business Director: Ebla Salvi

Account Director: Hannah Macfarlane

Account Manager: Patrik Kleiner

Project Director: David Sowerby

Project Manager: Luke Dougherty

Director: Elizabeth Stopford

Production Company: Dark Energy Films

Editor: Phil Currie – Stitch

Sound: Molinare

Grade: Electric Theatre Collective

Designer: Fran Martinez

Photographer: Jade Beall