Ad Council Campaign Targets Silent Crisis in Maternal Mental Health

The campaign debuts with a series of public service announcements titled What’s Her Secret?, designed to normalize the complex emotional realities of early parenthood. Data from the CDC identifies maternal mental health conditions as the leading cause of pregnancy-related deaths, yet one in five mothers currently faces these challenges in silence. By framing the pursuit of help as a strength rather than a failure, the initiative seeks to bridge the gap between common, often difficult experiences and professional support.

Developed by Mischief USA, the project provides a bilingual resource hub at LoveYourMind.com/moms. The creative approach centers on authentic storytelling, featuring personal accounts like that of Bianca Guimaraes, a founding partner at Mischief. She highlights the duality of the motherhood experience, where deep love for a child can coexist with profound, hidden struggle. The campaign is backed by a coalition including the Arthur M. Blank Family Foundation and the Huntsman Mental Health Foundation, utilizing donated media space to reach parents nationwide.