Being there for new moms during their 10th Month

 

Bayer Bepanthen

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The moment a woman gives birth, attention often shifts entirely to the newborn. What is overlooked is that birth marks the beginning of a profound, life-altering transition for the mother, one filled with physical recovery, emotional vulnerability, uncertainty, and questions. The first month after birth, often called The 10th Month, is especially demanding, and many women need validation, reassurance, and support during this time.

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We developed a content-led platform designed to prioritize new mothers’ physical and emotional well-being. The result was a dynamic, easily discoverable destination that offered real value and gave new mums a reason to return, not just visit once. The campaign extended beyond digital to include a children’s book written specifically for new mothers, intentionally shifting focus back to their feelings and needs.

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The platform was built around a broad range of thoughtfully defined content themes, created in collaboration with a hand-picked group of journalists. It offered impartial, trustworthy guidance on post-partum recovery, covering health and healing, emotional well-being, love, and relationships, and treated new mothers with empathy, intelligence, and respect.

Designed as a multi-country, multi-region initiative, the site was built with localization at its core. Content was tailored to specific cultural and regional needs and delivered through a fully responsive, mobile-first experience.

 

Discover the French, Brazilian, Turkish, and Italian websites: www.le10ememois.fr, www.decimomes.com.br, 

www.onuncuay.com and www.decimomese.it.

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Contributions:

• Insight discovery and articulation of “The 10th Month” as a defining post-partum moment

• Platform and content strategy built to champion mothers’ physical and emotional well-being

• Editorial direction and content theme definition in collaboration with journalists and experts

• UX and experience strategy for a mobile-first platform designed for repeat engagement

• Localization framework for multi-country rollout and cultural relevance

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Agency: JWT London

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Recognitions: 

Marketing New Thinking Award 2016