'MOTHERHOOD IS EASY' - this is the claim of Artipoppe's latest advertising campaign. An image posted in their own Instagram account shows a tram in Amsterdam's museum district fully covered with their ad showing a mother wearing her baby in an Artipoppe carrier signed off with the text in big bold letters: MOTHERHOOD IS EASY. To a new mom standing by the tram stop who's got painful, engorged breasts struggling with breastfeeding, or to the mother of 3-under-5 who's had all but 15 minutes of time for herself that week, or to the mom of a special needs child, or to the woman who is still recovering from her second miscarriage, this ad is a negative trigger, a slap in the face, an irresponsible claim that can be that final push to her slipping into depression and mental health issues.

Motherhood is not easy. It is rewarding, beautiful, and the most precious gift. It is many many things, but easy, it is not.  Today more than ever, mothers are faced with the insurmountable pressure of balancing motherhood, being a partner, having a career, staying fit and healthy, maintaining her own self, and all in the midst of a pandemic, formula shortage, gender inequality, not enough maternity leave, and lack of access to mental health support.

Artipoppe crossed the line between a provocative marketing campaign and insensitive momshaming. Even worse, all critical comments to the said IG post have been ignored by the brand, only engaging with positive comments. 

Sign this petition to ask Artipoppe to stop this campaign, issue an apology to all the mothers they have negatively triggered, and offer a more truthful, more positive, and more empowering message to the public.

Sign this petition to ask the Nederlandse Reclame Code to be more sensitive about mothers' issues and to be more careful in approving 'triggering' advertising campaigns such as this.