Postpartum depression can affect up to 75% of new mothers but many struggle to recognise it, and some even feel ashamed to admit to it.


A temporary filter that distorts reality.


Face painting, masks and headbands for babies in markets and shopping malls to engage new mothers into the conversation.

Social Media

Suffering mothers feel worse scrolling through cute baby pictures on social media.

Encourage recently recovered mothers to use ‘Evil baby’ filters and share their experiences.

Partner with Amazon

Reach new parents where they least expect it with message to focus on selfcare which is one of the main recommendations to help with the condition.