Bayer-owned diaper cream Bepanthen puts the focus on exhausted moms of newborns in a global campaign that looks at the so-called "10th month" of pregnancy.

The campaign, by JWT, includes a powerful video, filmed by Bafta-winning documentary director Elizabeth Stopford (who has form with babies, directing Pampers' Everybaby film last year.) It looks not just at the mothers' all-consuming love for their newborns, but asks them how they are doing -- something that actually makes one of them cry and causes another to reflect that no-one has asked her that before.

The campaign is based on the insight that the moment a baby is born, all the attention is on the newborn and less so on the mother -- something that can make women feel vulnerable and overwhelmed just at the time they need support. The film directs women to online content hubs launched by Bepanthen around the world, in countries including France, providing information and support for postnatal mothers.

As well as the online film, photographer Jade Beall shot intimate portrayals of new mothers for online, outdoor and print communications. The tagline for the black and white shots is "It's a new world for you too." Bepanthen also commissioned a children's book written for new mothers to bring the focus back on their feelings and needs.

The campaign is running in France, Brazil and Italy, and will be followed by the U.K., Turkey and other South American markets.