Mother F**ker

Mother F**ker exposed the brutal human reality of the UK's paternity leave policy, the worst in Europe. Partners receive just two weeks at less than half minimum wage, leaving mothers, many recovering from C-sections, physically and emotionally unsupported. Created by Pregnant Then Screwed and The Dad Shift with no agency backing and a £2k production budget, this national campaign used a single, confrontational line and uncompromising design to strip away political euphemism. Rolled out nationally with portraits of real C-section mothers, the campaign ignited national debate, empowering parents to speak out during a key government review.

Category

Design & Craft - for Positive Change (campaign)

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