Women's social networking app Peanut acknowledges Mother's Day can be hard in first outdoor ads

Peanut, the women's social networking app, highlights the difficult reality of Mother's Day and acknowledges how painful it can be for some women in its first ever outdoor campaign. Created in-house, it's also the first major advertising campaign for the global brand, which launched in 2017 as a social network for women to connect and talk as they go through fertility, pregnancy, motherhood and menopause. The copy is inspired by the real-life Mother’s Day struggles shared by Peanut’s online community, touching on issues such as women experiencing infertility or baby loss, struggling with motherhood or grieving the loss of their own mothers. It addresses these women head on with lines such as "To the woman fighting back tears when she walks past the baby aisle, you’re not alone." Others read: "To the woman lost in the trenches of postpartum, you’re not alone" or "To the woman longing to become a mother, you’re not alone." The outdoor ads are running on JC Decaux outdoor sites throughout London ahead of U.K. Mother's Day on March 27. "Mother's Day is such a double-edged sword," said Michelle Kennedy, founder and chief executive officer of Peanut, in an interview with Ad Age. "It's not like we were always told by TV ads in particular or even Instagram moms, where if you are not waking up to a huge bouquet of roses, then are you even alive?" "What we could see on Peanut is a lot of women who have fear or dread of Mothers' Day. For example, single parents where the former partner doesn't even get the kids to buy a card, or new mothers whose babies won't stop crying. The campaign, at its heart, is about whatever you are experiencing, we see you and you are not the only one. So many women feel like this, and we know that they are talking about this on the app." Peanut was approached by JC Decaux to create the campaign; this felt like the "right opportunity and the right moment" to do its first major ad campaign, Kennedy added. "I only wanted to do an out-of-home campaign when we have something to say. Sometimes there is just a moment where you know there is an undercurrent and you want to say it's OK."

Women's social networking app Peanut acknowledges Mother's Day can be hard in first outdoor ads

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