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OOH campaign from Peanut tackles the complexities of Mother’s Day


By Amy Houston | Reporter

March 15, 2022 | 4 min read

Peanut, an online community that connects women throughout all life stages, has launched its first ever out-of-home (OOH) campaign to highlight the difficult realities some people face on Mother’s Day – which can often serve as a reminder of the complexities of fertility, infant loss or even coming to terms with motherhood.

According to the app, three in every five women find the day emotionally triggering, and Peanut aims to do its part in helping these people realize they are not alone and validate their feelings.


Peanut’s Mother’s Day OOH campaign

Developed in-house, the campaign copy has been inspired by real posts within the Peanut community. Some of the posts read: “To the woman fighting back tears when she walks past the baby aisle, you’re not alone.” and “To the woman struggling to love her post-baby body, you’re not alone. “

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The ads will appear across JCDecaux’s street furniture in London from March 14 through to Mother’s Day (March 27 in the UK).

“Absence of community during women’s life stages, such as fertility, pregnancy, motherhood and menopause, means that these topics have a social taboo leading to feelings of isolation, loneliness and depression,” said Michelle Kennedy, founder and chief executive officer at Peanut.

“This campaign aims to shine a light on these struggles, normalize the conversation and let women know they’re not alone. No one should have to suffer in silence, especially on Mother’s Day.”


Peanut aims to be a safe space to meet women nearby and have conversations about meaningful topics about sex, IVF, pregnancy, first years, midlife and beyond. It has over 2.5 million people using the app.

“As a psychotherapist and a mother myself, I know how Mother’s Day can be exceptionally triggering for people,” added Laura Greenwood, a psychotherapist specializing in trauma and perinatal mental health.

“Seeing post after post of others sharing their joy when someone is going through personal struggle is tough. We all have a story and that story can really come up more so on Mother’s Day. There is a huge expectation that Mother’s Day is a celebration when, in actual fact, it is just one other day and sadly a day when many struggle in silence, feeling like they ‘should’ be happy for themselves or others.”


Peanut: Mother's Day by Peanut

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