In Turkey, every 30 seconds a baby opens her eyes into the world which is higher than many European countries. Also Turkey is at #65 in Mothers’ Health index, after China, Ecuador, Oman and Bahamas. Postpartum depression is more severe in Turkish mums, since motherhood is perceived as sacred in Turkish culture and moms often feel pressured to be the best. Also they even find it hard to talk about openly. Our creative idea is to ask new moms ‘How are you?’ with local touch.

We launched 10th Month platform where wide range of info was provided to cover any possible questions.

In Turkey we wanted to do a bit more. We kicked off the project in digital women summit ‘Digital Heels’ with our video. The video was also shared online.

We partnered with one of the most popular and bravest journalist, also a mother, Ayse Arman. On her column, she mentioned how it’s normal to feel lost after the baby and remarked that nobody borns as mother. She asked her readers to share their story and told that 5 stories would be selected to be shared and documented with a special setup.

The stories that were brought to life for exhibition that was hosted by Arman and the mothers came across to their photographs for the first time. The photographs affected them profoundly. These interviews were published on one of the most popular newspaper

Our campaign is attracted a great deal of attention by the new mothers and the ones that have children before.

- We reached 4 million people.

- Campaign interactions exceeded the previous period’s engagement scores (from19% to 21%)

- We rose awareness of 840.000 of people.

- 1.250 mothers shared their stories

- Total media spent is 270K TL and the campaign has generated an earned media value around 352K TL which is more than 30%

- We get an additional media value (43%)