The Jentle Childbirth Foundation has launched a controversial advertising campaign featuring naked pregnant women
With the use of images taken from photographer Joth Shakerley’s forthcoming book Pregnant Women, the campaign aims to highlight the stigmas associated with the public’s perception of pregnancy and childbirth. Jenny Smith, midwife, mother and founder of the Jentle Childbirth Foundation, says pregnancy is often turned into a process rather than a celebration of motherhood and that there is still a stigma attached to breastfeeding.
The photographs will feature on Primesight billboards along with the slogans “Pregnant Women: Beautiful?”, “Pregnant Women: Be Proud?” and “Pregnant Women: A celebration?” Smith says that the posters are “beautiful portraits of the most natural and essential experience that life can offer”. Television presenter Kate Garraway launched the first billboard yesterday (18 November), which features the profile of a naked pregnant woman in front of a natural landscape. The charity claims the ads are “not explicit” but will stop traffic.
The Jentle Childbirth Foundation provides information and advice to parents about pregnancy and researches methods and environments that support positive pregnancy and birth experience.
Sources:
Mad.co.uk
Mediaweek.co.uk
