Motherhood’s ‘Cloak Of Invisibility’ Takes The Reins In Ads Of Faceless Moms

Peanut, a social support application for caregivers, recently launched a thought-provoking campaign titled Invisible Mothers—helping to visualize the sense of solitude experienced by moms and pregnant women on a daily basis.

The striking images feature headless women engaging in various activities, such as holding babies, breastfeeding, and juggling multiple children.

By deliberately removing their heads, Peanut seeks to represent the feeling of being unseen that many within the demographic often experience.

A study conducted by the company, The State of Invisibility, surveyed 3,615 women across the US and the UK, revealing disheartening statistics about how mothers feel unappreciated and unseen in society.

An astonishing 95% of the participants reported feeling unappreciated, unacknowledged, or unseen, while 79% expressed feeling unnoticed.

As such, the photography, produced by The Gate Films and producer Rhiannon Lewis, aims to represent the diverse bodies of women and the toll that motherhood can take on them.

By showcasing women of all shapes and sizes, the initiative ensures that anyone viewing the visuals can see themselves and their struggles reflected.

Furthermore, the poll encompassed women in various types of relationships, including partnered and single, same- or opposite-sex relationships.

However, it revealed that deep-rooted sexism was present in society, with a majority of the caregiving expectations placed on mothers—often leaving their male partners with limited involvement.

Another issue highlighted in the study is the narrow focus of advertising, with most reinforcing traditional gender roles by targeting moms and disregarding fathers.

Hannah Hastings, the vice-president of brand marketing and communications at Peanut, told LBB Online that while society “seems to celebrate motherhood,” it doesn’t provide the “recognition and support” mothers truly seek.

Hoping that Invisible Mothers will raise awareness of the issue, the campaign also hopes to shine a spotlight on the challenges mothers face in everyday life and how communities can better support them.

[via LBB Online and Medical Marketing and Media, images via Peanut]