“Those were thoughts I didn’t feel like I could say out loud,” Guimaraes said in a statement. “That’s what this work is about: the thoughts we hide because they don’t sound like what a new mother is supposed to feel. I loved my children deeply. I was also struggling deeply. Both things can be true.” This concept of duality—that a mother can be simultaneously filled with love for her child and overwhelmed by the psychological toll of her new life—is a central theme the campaign seeks to normalize.
The reach of the campaign is designed to be as broad as the demographic it serves. The PSAs will run nationwide in both English and Spanish, ensuring that language is not a barrier to accessing these vital messages. The media strategy encompasses a wide array of platforms, including broadcast television, online video, out-of-home advertising, radio, and various digital media outlets. This multi-channel approach is made possible through the Ad Council’s unique model, where media outlets donate the time and space for the PSAs to air.
In addition to the creative contributions from Mischief USA, the campaign received pro-bono support from WPP Media and Datonics. A robust roster of additional media partners has also committed to amplifying the message, including Amazon Ads, Fuse Media, iHeartMedia, Kargo, Pinterest, and Reddit. By appearing on platforms like Pinterest and Reddit—spaces where new mothers often go to seek advice, find community, or look for inspiration—the campaign is strategically positioned to meet women in the digital environments they already frequent.
As the campaign rolls out across the country, the hope is that the phrase "What’s her secret?" will no longer be a question about how a woman manages to be perfect, but rather an invitation to share the truth of her experience. By acknowledging that the struggle is a common, though often hidden, part of the maternal experience, the Ad Council and its partners are working to ensure that no mother has to suffer in silence or feel that her mental health is a secret she must keep to herself. The initiative serves as a reminder that seeking help is not a sign of failure, but a necessary step in protecting the health and future of both mother and child.
