Wellbub Unveils ‘The Ruin I Need To Fix’ Campaign: Redefining Motherhood & Championing Maternal Mental Health

Wellbub Unveils ‘The Ruin I Need To Fix’ Campaign: Redefining Motherhood & Championing Maternal Mental Health



Wellbub, a trailblazer in promoting maternal well-being in Singapore, launched its groundbreaking campaign, ‘The Ruin I Need To Fix,’ on Tuesday, 27th February 2024.

This transformative initiative aims to challenge societal norms surrounding postpartum bodies, fostering inclusivity and empowering new mothers to embrace the beauty of their journey.

The Wellbub team, in collaboration with photographer Palita Drury, has captured powerful images of expectant mothers in the late stages of pregnancy and newly postpartum. These images boldly showcase the aspects of the body that media often hides or shame: stretch marks, body fat, scars, cellulite, and perceived imperfections. ‘The Ruin I Need To Fix’ seeks to normalize the pregnant and postpartum body, challenging unrealistic beauty standards perpetuated by the media.

In a society saturated with images of airbrushed motherhood perfection and an undue emphasis on “bounce back” culture, Wellbub is taking a bold stand to normalize the pregnant and postpartum body. The campaign aims to celebrate the beauty of all bodies and alleviate the shame and pressure placed on new mothers to rapidly regain their pre-pregnancy figures.

The global perinatal mental health crisis is prevalent, and Singapore is no exception. KKH reported a 78% increase in postnatal depression diagnoses in 2023 alone. Reports of women struggling to cope and turning to suicide highlight the urgent need for more support during this vulnerable period.

Wellbub recognizes the significant impact that societal expectations can have on the mental health of new and expectant parents. The campaign aims to inspire change by presenting realistic and diverse images of motherhood that resonate with the experiences of everyday women. To ensure no Mother feels isolated, shamed or made to feel under pressure to change or alter their body.

To amplify the campaign’s message, Wellbub has collaborated with renowned motherhood poet Jess Urlichs, who has penned an exclusive poem for the initiative. Titled ‘Reflection,’the powerful poem serves as a moving accompaniment, reflecting the brand’s commitment to supporting and empowering new mothers.

“I will never apologise for you, make excuses or look down on you. You aren’t some ruin I need to fix, or excess baggage I need to claim. As you’ve evolved I have too. This idea of beauty, now magic skin. Feeding on demand, creating life, rocking until I can no longer feel. A selfless love that you have shown, stretching to the stars, with maps of our journey, a now mutual address. Sharing the spaces of you and holding my hand. Even when I haven’t been so kind, you didn’t let go. Throughout these years of carrying me, through reflections of disapproval, I’m finally smiling back. Thank you for what you have given me. To my body, and the skin I am in,” said Urlichs.

“As a mother currently navigating postnatal depression myself, I know how important it is to share the vulnerability of the journey. To normalize what is totally normal motherhood and to ensure we’re doing what we can to say to women, hey, your body has done so much for you and it deserves to be admired – not hated,” says Sasha Carroll, Co-Founder at Wellbub”.

“Even the imagery used in Hospitals in Singapore portrays what is ultimately an unrealistic image of a new or expectant Mother. Brands do the same thing. The fact that this is what women are seeing as they enter or leave the hospital at their most vulnerable time is shocking and needs to be challenged”.

Latest News

Fighting For ‘Attention’: How To Measure Campaigns In Today’s Content Saturated World
  • Partner Content

Fighting For ‘Attention’: How To Measure Campaigns In Today’s Content Saturated World

When it comes to ad campaigns, have you ever felt you’re ‘fighting’ for your audience’s attention? You’re not alone. Attracting and retaining audience attention in today’s digitally fragmented environment has never been more challenging. In fact, a recent study by Microsoft concluded that the human attention span has dropped to eight seconds – shrinking nearly […]

Partner Content
Women Paving the Path In Tech & Loyalty Share Key Insights
  • Technology

Women Paving the Path In Tech & Loyalty Share Key Insights

In the ever-evolving landscape of technology and loyalty, women are not just breaking barriers but reshaping the future. As we celebrate International Women’s Day and rally behind the theme of investing in women to accelerate progress, we made a conscious choice to forego the statistics that underscore the ongoing journey towards true gender parity. Instead, […]

Empowering Change: Women Leading The Generative AI Revolution In Marketing For International Women’s Day
  • Marketing

Empowering Change: Women Leading The Generative AI Revolution In Marketing For International Women’s Day

The theme for this year’s International Women’s Day, “Inspire Inclusion”, establishes a poignant tone for fostering authentic change. It perfectly mirrors the dynamic landscape of marketing, where change is the only constant. The last third-party cookie has finally crumbled, privacy laws are tightening, and now, Generative AI is quickly ushering in a new era of […]

Stevie-Ann Dovico Moves From NAB To Beyond Bank
  • Fintech

Stevie-Ann Dovico Moves From NAB To Beyond Bank

Stevie-Ann Dovico (lead image), has made the shift to customer-owned, Beyond Bank as its new chief information officer. The announcement came via Linkedin with happy to share that she is “ready to create real impact for and with our people, customers and communities” in her new role. Dovico replaces Fiona Floyd, who left the role […]

Redefining Tech Leadership: Deputy’s C-Suite Now 80% Women
  • Technology

Redefining Tech Leadership: Deputy’s C-Suite Now 80% Women

Deputy, the leading global people platform for hourly work, has announced the appointment of Sejal Patel Daswani (lead image) as its new chief people officer, resulting in a shift in the composition of its senior leadership, with women now making up 80% of the company’s C-Suite. Daswani has led people functions at every stage and […]

Acronis Names Cybersecurity Channel Veteran Kelly Johnson As General Manager For Australia & New Zealand
  • Technology

Acronis Names Cybersecurity Channel Veteran Kelly Johnson As General Manager For Australia & New Zealand

Acronis has appointed Kelly Johnson (lead image)as the new general manager for Australia and New Zealand. Johnson will lead the channel-focused business, strengthening relationships with distributors and supporting partners to meet the cybersecurity demands of modern businesses in the region. With the growing pressure on Australian businesses for cybersecurity and the drive to comply with […]

Aquent Salary Guide Reveals The Gender Pay Gap Persists In Marketing, Design & Technology Fields
  • Marketing
  • Technology

Aquent Salary Guide Reveals The Gender Pay Gap Persists In Marketing, Design & Technology Fields

Aquent has released its 2024 Australian Salary Guide for marketing, design, and technology talent. This year, it explores how marketing, design, and technology roles are expanding, deep dives into gender pay gaps, and examines the movement of salaries year-on-year—both in growth and decline. Paired with Aquent’s 2023 Talent Insights Report, the Salary Guide helps organisations […]

Tech Salaries Continue To Steady Out As Businesses Remain Cautious
  • Technology

Tech Salaries Continue To Steady Out As Businesses Remain Cautious

The hiring market is experiencing significant change, fluctuating between a frenzied candidate-short market and a more cautious employer-driven market, according to Talent’s ‘More Than Money Salary Guide 2024’. Tech and digital salaries continue to steady out but remain strong for key skillsets such as cybersecurity and AI. The report features key salaries, roles and skills […]

Surging Job Satisfaction For Australia’s Young Tech Workers Amid Labour Market Cooling
  • Technology

Surging Job Satisfaction For Australia’s Young Tech Workers Amid Labour Market Cooling

While 2021’s big workplace trend was The Great Resignation, 2024’s big trend is likely to be ‘The Big Stay’ in Australia, concludes modern HR platform HiBob in its latest research of young Australians working in the tech sector. The combination of decreasing Australian job vacancies and a remarkable increase in job satisfaction among Australia’s young tech workers in 2023 […]