The necessity of such a message is underscored by sobering data regarding the state of maternal health in the United States. Maternal mental health conditions are not rare exceptions; they are, in fact, extremely common. According to the Maternal Mental Health Leadership Alliance, at least one in five mothers report symptoms of depression or anxiety during the postpartum period. Despite the prevalence of these conditions, the path to recovery is often blocked by stigma and a lack of accessible care. Approximately three-quarters of women experiencing these symptoms do not receive treatment for their mental health.
The consequences of this treatment gap are often a matter of life and death. The latest research from the Centers for Disease Control and Prevention (CDC) highlights a tragic reality: suicide and overdose resulting from underlying mental health conditions have become a leading cause of death for new mothers in the U.S. In a 2022 report on maternal mortality prevention, the CDC found that mental health conditions accounted for 27.7 percent of pregnancy-related deaths. This statistic shifts the conversation from one of emotional wellness to one of urgent public health, positioning mental health support as a critical component of maternal survival.
With the launch of The Secret to Motherhood, the Ad Council aims to intervene during the often-vulnerable early stages of parenthood. By reaching women where they are—whether they are scrolling through social media during a late-night feeding or watching television in a rare moment of quiet—the campaign provides a direct bridge to expert-vetted resources. The PSAs point audiences to LoveYourMind.com/moms, a newly established digital hub designed specifically for maternal mental health. This site offers a range of tools and information intended to help mothers identify their symptoms, understand that they are not alone, and find the professional support they need to navigate their journey.
From a creative and strategic standpoint, the campaign is a deliberate challenge to the intense pressure many mothers feel to project an image of perfection. By inviting women to speak up about the emotionally complex and often contradictory realities of pregnancy and early motherhood, the Ad Council and Mischief USA are attempting to foster a more honest cultural dialogue. The campaign emphasizes that the "secrets" mothers keep are often the very things that, if shared, could lead to healing and community support.
The project is deeply personal for those behind its creation. Bianca Guimaraes, founding partner and executive creative director at Mischief USA, shared her own experience with postpartum depression as part of the campaign’s launch. She recalled the long hours spent pushing a stroller through the park, not as an act of leisure, but as a way to pass the agonizingly slow time. During those walks, she found herself envying the freedom and independence of the childless strangers she passed, a feeling that was accompanied by a heavy sense of guilt.
