The campaign aims to provoke a debate on the public’s perception of pregnancy, childbirth and the lack of drug-free birth options available to mothers.
There are five executions of the poster ads, using the straplines; “Pregnant Women: Beautiful?”, “Pregnant Women: Proud?” and “Pregnant Women: A Celebration?”
Jenny Smith founder of the Jentle Childbirth Foundation says pregnancy is often turned into a process, not a celebration of motherhood and that there is still a stigma attached to breastfeeding.
The foundation provides information and education to mothers and midwifes to help give women a choice in where and how they give birth.
The images have been taken from photographer Joth Shakerley’s forthcoming book Pregnant Women, published by Quartet Books.
The charity says the ads are “not explicit” but will stop traffic.
It was launched by television presenter Kate Garraway. The ads were booked through Signposter.com on Primesight billboards.