Frida’s new ‘Uncensored’ campaign is fighting to tell mums the truth about birth and recovery
Mum and baby care brand’s bold new campaign is cutting through the silence around birth and postpartum care
If you've ever felt unprepared for what happens after birth — from leaky boobs to surgical scars — you're not alone. Now, US mum and baby brand Frida (the company behind the famous NoseFrida Snotsucker), is taking a bold stand in the UK with its new Frida Uncensored campaign, designed to smash the silence (and social media censorship) surrounding maternal health.
Launching across London this month, June 2025, with an unapologetically honest guerrilla marketing campaign — think street decals, wild postings, and a takeover at Stamford Bridge — Frida Uncensored is here to challenge the ‘pretty’ version of motherhood often seen online and give real mums the honest information they’ve been missing.
The truth about postnatal care in the UK
Frida’s campaign couldn’t come at a more crucial time. With the NHS stretched thin, many mums are turning to social platforms for guidance — only to find their content removed or hidden.
According to Frida, over 90% of UK women’s health organisations say they’ve had posts flagged as “pornographic” or been suppressed by social media algorithms in the past year. That includes everything from birth videos to breastfeeding tips.
At the same time, 40% of women in the UK say they didn’t have access to a midwife for questions after birth, and 1 in 5 mums experience a mental health challenge postnatally. Shockingly, a third of women say they felt unprepared for motherhood entirely.
“We should be living in a golden age of digital maternal support,” Frida says in its campaign. “Instead, women are being silenced — and we’re fighting back.”
What is Frida Uncensored?
The campaign is more than billboards and bold messaging. It’s anchored by a new online platform packed with medically reviewed, no-fluff resources for every stage of the reproductive journey — from at-home insemination to c-section recovery.
The content is raw, honest and gloriously unfiltered. We’re talking cracked nipples, episiotomy scars, and what mastitis really feels like — all explained without shame or sanitisation.
The platform also proudly aligns with the UK’s midwife-led model of care, aiming to be a safe space for honest support when access to one-on-one guidance is missing.
Calling all real mums: Frida’s paid casting call
Frida is also putting out a paid casting call, inviting women to share their unfiltered stories and experiences — real bodies, real births, real recovery.
“Show us yours,” the brand says, urging mums to help rewrite the narrative of pregnancy and postpartum for future generations.
Whether it’s your IVF journey, your caesarean scar, or the truth about what labour actually felt like — Frida wants to hear it, and they’re paying contributors to be part of the movement.
A London takeover with a message that matters
From Chelsea’s Stamford Bridge to side streets across the capital, Frida’s marketing is designed to be impossible to ignore. It’s loud, it’s proud — and most importantly, it’s starting conversations.
Frida Uncensored is a powerful reminder that maternal health isn’t shameful, and that mums shouldn’t have to hunt through social media minefields to get answers. As the brand puts it: “Women deserve the truth about birth and postpartum recovery — not sugar-coated myths or silence.”
With more than 75% of influencer content now created by women — many of them mums — it’s time the online world reflected the realities of motherhood. Frida Uncensored just might be the campaign that helps make that happen.