Project brief

We worked with Greater Manchester Mental Health NHS Foundation Trust to create an animation addressing the emotional and psychological struggles many people experience during pregnancy and the year following birth.

Aims of the animation

The animation tackles the unrealistic expectations that social media, films, and television often create around parenthood, validating the very real challenges that come with a new baby from hormonal changes and sleep deprivation to the overwhelming shift in lifestyle.

It reassures new mothers and partners that they are not alone and gently encourages those who are struggling to reach out to the Greater Manchester Perinatal and Parent-Infant Mental Health Services.

Our approach

This project needed a careful and thoughtful approach. We researched the perinatal stage thoroughly to better understand what new parents go through, so we could tell the story in a way that felt real and meaningful. We worked closely with the Greater Manchester Mental Health team to make sure the animation stayed true to their message.

The focus was on showing empathy following the emotional journey of new parents and making them feel understood rather than judged.

Creating the animation

We chose a 2D watercolour style because its soft, hand-drawn feel makes a difficult topic feel gentle and approachable. The artist, Caroline, brought each scene to life with care and warmth, creating a visual world that feels safe and relatable helping families feel ready to take that first step and seek the support they need.