Frida, the mum and baby care brand founded by Chelsea Hirschhorn, has launched Frida Uncensored, a bold campaign aimed at breaking down censorship around women’s health in the UK. The initiative includes a paid casting call and a new uncensored resource platform, supported by a month-long out-of-home (OOH) and guerrilla marketing campaign across London.
The UK, Frida’s largest market outside the US, faces growing gaps in maternal care, with NHS services under strain. Many women are turning to social platforms for guidance — only to find their experiences censored or misrepresented. Over 90% of UK women’s health organisations reported being censored for “pornographic” content in the past year, through blocked ads, removed posts, or algorithmic suppression. Meanwhile, 40% of UK women report being unable to access a midwife for postnatal questions, 1 in 5 experience mental health issues after birth, and 1 in 3 feel unprepared for their baby. Despite women making up 75% of influencer accounts — many of them mothers — maternal voices are still being silenced. Frida aims to change that.
The Frida Uncensored platform offers real, unfiltered resources on topics from at-home insemination and c-section scars to cracked nipples. It provides women with honest, medically reviewed content to help them understand their bodies during life’s most transformative stages — without fear, mystery, or shame. The platform supports the UK’s midwife-led model, delivering a safe alternative to filtered and misleading content.
The campaign’s message is clear: women deserve the truth about birth and postpartum recovery — not myths or silence. To further this mission, Frida has launched a paid casting call encouraging women to share their real stories, bodies, and experiences to reshape the narrative around conception, pregnancy, and postpartum care.
Frida Uncensored is making its mark across London with striking billboards at Stamford Bridge, wild postings, and street decals — all part of its mission to push for greater honesty in women’s health.
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