Brief
Ad Council launches PSA campaign to spotlight new mothers' mental‑health struggles
The campaign, part of the “Love, Your Mind” initiative, directs mothers to resources on the LoveYourMind.com hub.
By Felo News Desk · Published
The Ad Council released a new public‑service announcement series titled “What’s Her Secret?” on 1 October 2026, timed with World Mental Health Day. The PSAs, created pro‑bono by the agency Mischief USA, depict a new mother answering a friend’s question about how she makes motherhood look easy while confronting sleepless nights and anxiety.
The effort, branded as The Secret to Motherhood, is part of the broader “Love, Your Mind” mental‑health campaign. It aims to encourage new and expecting mothers to prioritize their mental health and to seek help through the newly launched resource hub LoveYourMind.com/moms.
According to the Maternal Mental Health Leadership Alliance, at least one in five mothers experience symptoms of depression or anxiety in the postpartum period, yet three‑quarters do not receive treatment. The CDC reports that suicide and overdose accounted for 27.7 % of pregnancy‑related deaths in 2022, underscoring the urgency of the campaign.
Bianca Guimaraes, founding partner and executive creative director at Mischief USA, shared her own postpartum experience while discussing the PSA, emphasizing the need to break the silence around early‑motherhood challenges.
Key facts
- The Ad Council launched the “What’s Her Secret?” PSA series on 1 October 2026. (adweek.com)
- The campaign is part of the “Love, Your Mind” mental‑health initiative. (adweek.com)
- One in five mothers report postpartum depression or anxiety, per the Maternal Mental Health Leadership Alliance. (adweek.com)
- Suicide and overdose made up 27.7 % of pregnancy‑related deaths in 2022, according to the CDC. (adweek.com)
- The PSAs were created pro‑bono by the agency Mischief USA. (adweek.com)
Sources
- [1] adweek.com — originally reported as “Ad Council PSA Reveals the Secret Struggles of New Motherhood”
