- Agency: Ad Council and Mischief USA
- Client: Ad Council
- Category: Video Design — Non-Profit
- Location: Brooklyn, New York, United States
- Project Brief: Create a non-profit video that raises awareness of maternal mental health through relatable storytelling, emotional contrast, and a clear call to action.
Non-profit video that tackles maternal mental health builds its whole case on a turn. The Ad Council and Mischief USA set up the "perfect mom" picture, then pull it apart to make room for the truth underneath.
The opening leans into the polished-mother trope on purpose. Warm outdoor shots of a smiling mom holding her baby by the stroller mirror the effortless social-media version of motherhood, which sets the viewer up for the pivot.
The tonal shift is where the message lands. The film moves from that bright setup into darker, more private moments, so the upbeat open gives way to something honest about the strain behind the smile.
The quieter, raw frames carry the emotional weight. A mom alone in a tiled hallway, head in her hands, and a tight shot of a postpartum belly show the reality the polished version hides, validating what many new mothers keep secret.
The close keeps it supportive rather than preachy. The pivot to "there's no secret to motherhood" and the handoff to the "Love, Your Mind" campaign turn the emotional beat into a clear next step toward real help.
This touches on maternal mental health, which is a sensitive area. If any of this hits close to home for you or someone you know, I'm glad to help find the right support resources.
