How Punk and Regina Maria Are Changing Postpartum Care in Romania and Why It’s About Damn Time

The Creative Strategy: Transforming a Medical Taboo into a Priority

Punk agency and Regina Maria, The Private Healthcare Network, have developed a groundbreaking campaign built on a powerful insight: while society celebrates the miracle of birth, the vulnerability after birth receives dangerously little attention. This strategic approach combines emotional creative craft with thorough data-based behavioural insights to change how the postpartum period is viewed.

The campaign centers on the motto "Thrive. Not just survive.," creating an emotional foundation supported by rational data. Punk's creative direction transforms the traditionally taboo subject of postpartum recovery into an urgent medical priority, inviting open discussion about new mothers' needs.

The Urgent Problem: The Overlooked "Fourth Trimester"

Every year, 40 million women face health issues in the first months after giving birth, according to the World Health Organization. This critical data point served as the pivotal idea that led to Punk's inspiring and daring campaign.

While pregnancy receives meticulous medical monitoring, the situation changes dramatically after birth:

- 96% of mothers face significant medical challenges post-birth
- Only 40% attend recommended postpartum check-ups
- 70% of severe postpartum complications occur in the first 12 weeks
- 1 in 7 mothers develops postpartum depression
- 80% experience significant hormonal imbalances
- 65% face difficulties with breastfeeding
- 85% of mothers report anxiety in the first months

The campaign highlights how a mother's brain undergoes major transformations after birth: the amygdala, responsible for emotions and caregiving instincts, becomes dominant. While essential for the mother-child relationship, this neurological reconfiguration can have unexpected health consequences, causing mothers to overlook symptoms requiring urgent medical attention.

Regina Maria's Innovative Solution: Romania's First Integrated Postpartum Care Program
In response to these challenges, Regina Maria is launching Romania's first medical subscription dedicated exclusively to postpartum maternal care. This comprehensive program includes:

- Gynecological monitoring
- General and internal medicine
- Endocrinology
- Dentistry
- Dermatology
- ENT services
- Psychological assistance
- Laboratory tests
- 24/7 Healthline access
- Emergency room access
- Imaging services
- Nutrition counseling
- Physiotherapy

The integrated approach delivers measurable benefits: mothers who receive integrated care experience 60% fewer complications and significantly lower rates of postpartum depression.

The Impact: Redefining Motherhood Support

"A mother should be able to enjoy motherhood. That's why it's crucial to seek specialised help whenever something doesn't feel right," emphasised Andreea Maican, psychotherapist at Băneasa Hospital.

The campaign stresses that post-pregnancy recovery is an individual process, influenced by each woman's health status and medical history. It's essential for mothers to respect their own recovery pace and avoid comparisons with other women.

“The 4th Trimester is one of the most emotional, raw and honest conversations we can have right now about motherhood. And most importantly, it’s a conversation that must escape closed social media groups and whatsapp chats”, declared Mihaela Ștefănică, creative director.

Looking Forward: A Call for Awareness

Punk & Regina Maria extend an invitation to an open discussion aimed at building real awareness of new mothers' needs. The campaign emphasises that successfully navigating the fourth trimester requires an integrated approach, involving both the mother and her entire support ecosystem.

Through this initiative, Regina Maria positions itself as a healthcare provider that offers not just medical services, but a comprehensive support system for one of life's most challenging transitions, with Punk's creative strategy ensuring this vital message reaches those who need it most.

Within just a few days of launching the advertising campaign, the authentic message focused on postpartum maternal wellbeing achieved remarkable engagement metrics on social media, spreading organically across platforms, due to to the relevant message.

As a natural continuation, this campaign is not merely a call for awareness and opening a conversation; Regina Maria, The Private Healthcare Network is offering a practical solution that emphasises the postpartum period as an approach for concrete support during the fourth trimester. Therefore, on the existing platform "The ABC of Parenting" at Regina Maria, a major focus will be on women in the postpartum period, combined with a comprehensive program to introduce a best practices manual throughout the Romanian medical system.