Samenvatting

QUOTES “There is a stigma around postpartum bodies.” […] “Millennial Moms feel lonely and insecure after giving birth because of their low self-esteem caused by social media.” […] “H&M is not seen as a credible female empowering brand.” PROBLEM There is a stigma around the postpartum body, leaving Millennial Moms insecure for months or even years after giving birth. The cause of this problem lies within social media, where unrealistic and often romanticized images and stories of the postpartum period are being spread. IDEA To break the stigma, realistic postpartum stories need to be shared. H&M introduces a campaign to give the Millennial Moms a voice. By collaborating with one-line artists the moms can draw the outlines of their bodies and share how the lines on their body have shaped them. The artworks can be shared on the H&M The Lines That Shape You platform where you can find more inspirational stories. The creations will also be featured on billboards around key cities and on top of that, the women with the most inspiring stories will receive a personal artwork by one of the three one line artists. GOAL The goal of this campaign is for H&M to create a more meaningful relationship with the Millennial Moms. This will encourage the moms to remain loyal to the brand after giving birth.