For many new mothers, the early days of parenthood are defined by a jarring contrast between outward appearances and internal turmoil. While social circles often praise a mother’s ability to make everything look effortless, the reality frequently involves sleepless nights, stretch marks, and quiet breakdowns in the shower. To address these hidden burdens, the Ad Council has launched a poignant new public service announcement titled What’s Her Secret?, which seeks to strip away the facade of perfection surrounding motherhood and encourage women to prioritize their mental health.
The campaign features a scene where a group of women in a park admire a new mother, asking how she manages to handle it all so easily. As she gives polished answers about routines and support systems, the viewer sees a looping montage of the chaotic stress playing out in her mind. This tension culminates in a powerful realization voiced over the screen: there is no secret to motherhood, only secrets being kept about it. Created pro bono by Mischief USA, the initiative is part of the broader Love Your Mind movement aimed at increasing mental health awareness ahead of World Mental Health Day.
The urgency behind this message is backed by sobering statistics. Data from the Maternal Mental Health Leadership Alliance suggests that at least one in five mothers experience symptoms of depression or anxiety postpartum, yet three quarters of those women never receive treatment. According to recent CDC reports, these untreated conditions contribute significantly to maternal mortality, with suicide and overdose accounting for nearly twenty eight percent of pregnancy related deaths in 2022. By highlighting these risks, the Ad Council hopes to steer vulnerable parents toward expert vetted resources available at their dedicated web hub.
Bringing personal vulnerability to the project, Bianca Guimaraes of Mischief USA opened up about her own battle with postpartum depression. She recalled walking through parks feeling an envy for others’ independence—thoughts she felt were forbidden because they contradicted the joyful image society expects from a mother. She emphasized that loving one’s children deeply and struggling deeply are not mutually exclusive experiences. Through partnerships with major media outlets including Amazon Ads and iHeartMedia, the campaign will roll out nationwide in both English and Spanish to ensure no mother feels she has to suffer in silence.
