According to Fiocruz – one of the most renowned scientific institutions in Brazil – 26.3% of women in the country suffer from postpartum depression. One of the main reasons is body anxiety, caused by the physical transformations women experience during pregnancy. In a country where concerns about body image reach unthinkable levels, it’s brutal. Baby Dove, a brand deeply connected with motherhood and the self-esteem of mothers, decided to take a stand. We recreated one of the most iconic photographs in advertising history, this time featuring a new mother celebrating the reality of motherhood. A fresh and honest image to help change the relationship between mothers and their bodies. The photograph was released on Mother’s Day, a symbolic moment. Media coverage was massive, and millions of people joined the conversation. Dove has always supported women in their daily process of self-acceptance. Now, with this photograph, Baby Dove does the same for new mothers.