In the realm of mental health awareness, especially concerning postpartum depression (PPD), effective communication is crucial. However, a recent campaign from Sage Therapeutics fails spectacularly in this regard. While the biotech firm is pioneering an experimental treatment for PPD, the marketing strategy they’ve adopted is not only misguided but also quite troubling.
The campaign prominently features images of adult women sucking on pacifiers, accompanied by guilt-laden messages. One of the main slogans, “Silence sucks,” is wrapped in a context that reads, “PPD is the most common medical complication of childbirth. That’s worth a conversation — for you and your baby.”
One can only wonder how a team of executives approved the use of an image portraying a distressed woman with a pacifier in her mouth as a means to promote awareness about PPD. This approach adds a layer of guilt that could push a struggling mother even further into despair rather than offering solace or support.
For instance, one infographic suggests that “PPD can cause you distress and make it more difficult to bond with your newborn. When your relationship with your baby isn’t strong, it can hinder your baby’s physical, mental, and emotional development.” As if new mothers aren’t already grappling with overwhelming feelings of inadequacy, this messaging only intensifies their internal struggles.
Let’s be clear: a woman facing the harsh realities of PPD does not need to be reminded that her emotional state might be affecting her child. This wording is not just unfortunate; it implies that women can simply choose to overcome their depression, which is a damaging misconception.
I personally can relate to the sentiment that “silence sucks.” After the birth of my first child, I was never asked about my mental health, even though I was crying daily for months. A campaign like this wouldn’t have offered relief; instead, it would have exacerbated my fears of not being a good enough mother.
This ad essentially shifts the responsibility onto women, suggesting that the reason they may not seek help is due to their silence. It reinforces the narrative that they are to blame for not reaching out for support.
What we truly need is a campaign that dismantles the stigma surrounding PPD. Instead of implying that women simply need to speak up, how about we focus on educating the public about recognizing the signs of PPD and encouraging empathy and support for those affected?
Comments on Sage Therapeutics’ social media reflect similar sentiments. One commenter pointed out, “Postpartum depression is often deemed ‘imaginary’ by male-centric media, and the imagery used here does nothing to legitimize the emotions women experience.” In response, Sage claimed that they consulted with key stakeholders, including women who have experienced PPD. However, the messaging still appears to hinge on guilt and blame, rather than fostering understanding and support.
Dr. David Henson, a leading physician, noted that feelings of guilt and shame can prevent women from discussing their symptoms. Ironically, the campaign seems to perpetuate these feelings rather than alleviate them. Sage insists that they aim to break the silence around PPD, yet their current approach leaves much to be desired.
In conclusion, while the intention behind the campaign may be to raise awareness, the execution is fundamentally flawed. A thoughtful and compassionate approach is essential to truly support mothers grappling with postpartum depression, rather than further isolating them with guilt.
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In summary, the campaign by Sage Therapeutics exemplifies how not to approach the sensitive topic of postpartum depression. By focusing on guilt rather than support, it falls short of its goal to foster open discussions about mental health in new mothers.