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JWT London Shines Light on New Mums with Global Bepanthen Campaign

J. Walter Thompson London, 4 months, 1 week ago

Agency launches touching new film directed by Bafta nominated documentary maker Elizabeth Stopford

JWT London Shines Light on New Mums with Global Bepanthen Campaign

In a new global campaign called '10th month', Bepanthen, the Bayer skin care brand, aims to speak to new mums and bring them the support and attention they need in the critical post-birth period. 

The campaign is based on the insight that the minute a woman gives birth, society refocuses attention from the mother to the new born baby. The first month after birth – the tenth month – is a time that will challenge them physically and emotionally and when they might need validation and support. 
10th Month is a distinctive and powerful communication platform that translates Bepanthen’s commitment to actively helping new mums step out of the invisibility. It wishes to create a movement that recognises and celebrates new mums but also a call-to-arms by reminding them how amazing they are. Visit, and

In this powerful new campaign, Bepanthen shines a light back on new mums with an online film directed by Bafta nominated documentary maker, Elizabeth Stopford, which provides a rare and intimate glimpse into the lives of new mums as they adjust to their new roles. The film is also intended to drive traffic to the online platform, which provides new mums with practical advice and guidance through online editorial content, created and curated by journalists such as medical writers and clinical psychologists. 
World-renown photographer Jade Beall created the beautifully intimate yet potent portrayals of post-natal women for online, outdoor and print communications. 

The campaign, which also includes a children book written for new mums to bring the focus back on their feelings and needs, has launched in France and Brazil. It has soft-launched in Italy and will launch this month in the UK, followed by Turkey and other South American markets. 

Paul Waddup, Creative Director at J. Walter Thompson London, said: “New mums are often forgotten. We believe this needs to change. We have created 10th Month to engage and support new mothers at this critical time, when they need help most.” 

Sandra Kauffmann, Global Brand Manager for Bepanthen at Bayer, said: “With most online resources mainly focussing on the development of the baby, new mums are often left alone in the early stages of motherhood, which is the time when they need validation and support the most. We’re committed to supporting new mums, which is why we’ve created the 10th Month platform. Through generating awareness and conversation around the physical and emotional needs of new mums, we are trying to empower every woman in her 10th month to be the mum she’s meant to be.” 

Jade Beall, Photographer, said: “I feel incredibly privileged to be part of this initiative aimed at helping women at a time when so many feel raw, emotional and filled with joy and wonder. There is a belief in society that women simply ‘bounce back’ and slot into their new roles after giving birth and that is simply dis-empowering for millions of women who feel they fall short of that expectation. It is crucial for the self-esteem of women and their children to celebrate women in all variations of motherhood and help her feel beautiful and supported just the way she is, in the chaos of those first few weeks and months”
Creative Agency

Account Manager: Patrik Kleiner

TV Producer: Toby Clifton, Rosanna Lawson

Creative Director: Paul Waddup

Executive Creative Director: Russell Ramsey, Chips Hardy

Business Director : Ebla Salvi

Account Director: Hannah Macfarlane

Creative Agency: J. Walter Thompson London

Project Manager: Luke Dougherty

Planners: Rachel Pashley, Jennifer Bonhomme, Katie Whitlock

Project Director: David Sowerby

Global Director in Charge: Bob Boxer

Music and Sound

Sound Design: Molinare


Editor: Phil Currie - Stitch

Post Production / VFX

Grade: Electric Theatre Collective

Designer: Fran Martinez

Print / OOH

Photographer: Jade Beall

Production Company

Director: Elizabeth Stopford

Production Company: Dark Energy Films