Childbirth charity launches naked campaign

The Jentle Childbirth Foundation, the charity that promotes natural birth, has launched a “controversial” outdoor advertising campaign featuring naked pregnant women.


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 on Primesight billboards.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here