A frankly ridiculous campaign to get the new mother a card.

When a baby is born, we know exactly how to mark it with a card:
Congratulations. Welcome to the world. Hello, little one.

But something else happening at the same time goes almost unmentioned:
a mother is born too.

The card shelf has categories for the occasions that matter and are worth marking:
New Baby. New Job. New House.

New Mother didn’t make the list.

Mother’s Day cards thank her for the mother she has been.
New Mother cards recognise the mother she is becoming.

This isn’t about taking anything away from the baby, it’s about making room for the mother alongside them.

The cards we give reflect what our culture considers worth acknowledging.
Right now, when a baby arrives, our shelves overwhelmingly tell us to look at the baby.
We think there's room for both.

We’re asking the greeting card industry to make New Mother a recognised card category, with more card makers creating for the mother, and more retailers making room for those cards on their shelves.

Because every time a baby is born, a mother is born too.

THE GOAL

Get New Mother on card shelves around the world by 3 April 2027.

Sign the petition to show the greeting card industry that
you want to be able to buy a card for the New Mother, too.