By Amy Houston, Senior Reporter

October 23, 2023 | 3 min read

According to NHS England, the demand for perinatal mental health services rose by 40% between August 2022 and March 2023.

The National Society for the Prevention of Cruelty to Children (NSPCC) has released a poignant campaign that raises awareness of the mental health issues that can arise after giving birth.

In ‘Reconnecting,’ viewers see a new mother struggle with the isolation and difficulties that can occur after having a baby while showing the transformative effect of remaining connected to families, friends and communities.

“We’re really proud to partner with Calling and Newland on this moving film which raises awareness of such an important issue. We know that around one in five mums, and one in ten dads experience perinatal mental health difficulties, which can make the day-to-day challenges of parenting feel even harder,” said Lorrin Braddick, creative director at NSPCC.

“It’s important to stress; the NSPCC is here for parents and carers, making sure they’ve got the tools they need to support and protect their children. We provide services, such as Pregnancy in Mind, which supports parental mental health and well-being during pregnancy, or the NSPCC Helpline, which is there for anyone with questions or concerns related to children. Any new parents or carers who are struggling can speak to us for advice and support”.

Created by ad agency Calling, the film is running across NSPCC’s owned and earned media channels.

“The well-being of families is being stretched on every side - through unrelenting austerity and the paradox of disconnection in the age of social media. The NSPCC is an important brand on a mission. Not just for times of acute crisis - but to be in the corner of all families, every day,” added Josh Tenser, executive creative director and founder at Calling.

“With so many people in our community being touched by the issue of PPD it was an honor to create this portrayal of how it affects us. Talking about these issues in a truthful, unblinking way that connects is how we can all move forward. Massive love and thanks especially to Libby and Louisa for their talent and vulnerability - and to all the people who contributed their stories to the writing process.”

Interested in seeing more creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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