Parenting Brand Frida to Launch Real Birth Announcements

Cult US parenting brand, Frida, is launching in the UK with impact, debuting a bold and integrated national UK movement – Real Birth Announcements – comprising of OOH, PR, Events, Social and Influencer relations content, led by full-service agency One Green Bean.

Kicking off from November, the activity aims to encourage more honest conversations surrounding childbirth and postpartum to help break the taboos and better prepare British mums-to-be feel for the realities of parenthood.

With birth announcements being the ultimate ‘fake news’, often following a predictable formula of a cute baby photo and caption, Frida approached British mums to share their real birth stories and raw images. The resulting Real Birth Announcements, appearing in digital billboards nationwide, feature six real mothers sharing the unfiltered realities of becoming a mum.

The Frida launch sees singer and activist Paloma Faith showing her support as a mum of two. Inspired by Frida’s mission to address the realities of parenting head-on, Paloma Faith will share her Real Birth Announcement and co-host an intimate event with Frida CEO and mum of three, Chelsea Hirschhorn, to mark the arrival of Frida in the UK.

A robust influencer strategy will support the movement, with parenting influencers sharing their birth and postpartum stories through authentic content. PR will underpin the campaign and raise mass awareness of Frida’s Real Birth Announcement movement and its award-winning range of postpartum and baby products within national and lifestyle media. 

Frida’s innovative product range includes Postpartum Essential Kits with the MomWasher Upside Down Peri Bottle, Instant Ice Maxi Pads, Perineal Healing Foam and Perineal Cooling Pad Liners as well as the beloved NoseFrida Snotsucker and Windi the Gaspasser, from Frida Baby.

This isn’t the first time the brand has challenged existing taboos around the postpartum experience. The Frida brand is already known in the U.S. for its candid and honest conversations with parents and previous activations, including an open letter in 2019 to a certain royal mum-to-be to stay resting in bed and skip the Lindo Wing reveal hours after delivery, and had their commercial rejected by the Oscars for showcasing a real portrayal of women’s vaginal birth recovery.

Frida CEO and mum of three Chelsea Hirschhorn is also sharing her own Real Birth Announcement on buses running throughout London, and said: “Frida is here to prepare parents for the unfiltered, unsexy moments of parenting – the ones you don’t typically see on Instagram. And that starts with mum: we want to demystify the realities of becoming a mother and encourage more upfront conversations about what really goes down in the delivery room – and beyond,” says Chelsea. “We aren’t afraid to push the envelope and talk about the very real moments and challenges of parenting. Ultimately, we want first-time mums to feel as prepared as a third-time mum and that ambition is at the heart of Real Birth Announcements.”

Kat Thomas, global executive creative director of One Green Bean comments: “Frida has an incredible track record of bold activity in the US and One Green Bean is delighted to launch the brand here in the UK. Real Birth Announcements stays true to the brave and humorous work for which Frida is famous for – we’re excited to challenge audiences to start talking about more realistic experiences and expectations of birth and postpartum.”