Postpartum.ru postpartum.ru
Task
Tender to Yourself is the first Russian digital project on maternal mental health featuring online groups, podcast, Instagram blog and more. It was founded in 2019 by Daria Utkina, clinical psychologist and doula, Ksenia Krasilnikova, author of “Not Just Tired” book on postpartum depression, and Maria Karnovich-Valua, peer-to-peer consultant for women with reproductive difficulties
Ideas and solutions
Maternal mental health and imperfection are topics that are still deeply stigmatised and rejected by many in Russia. We try to make them as visible as possible. We offer new moms information, support, and ‘permission’ to be who they are and to feel whatever they feel, no matter what others say or do. For Russia, it’s kind of a revolution. The project features: - postpartum.ru website - online support groups - https://www.instagram.com/postpartum.ru (23K+ followers & growing) - a podcast with circa 12K listens per episode by July 2020 Our podcast speaks to women in a friendly way, with warmth, care, and laughter. It is an honest, caring and funny (no, we did not expect that!) show on imperfect motherhood and mental difficulties. Our project is for smart and modern women who gave birth to their children and found out that they don’t match with the ‘perfect mother’ image that is widely accepted and preferred by our society. Pregnant women who want to see different sides of motherhood, are also a valid part of our target audience. Mothers who learn to combine several roles at once, balancing between their baby and self-fulfilment, come here. We have architects, housewives, and desperate travellers. All are welcome. We came up with this service to give mothers a sense of support. At Tender to Yourself, we believe that it is possible to discuss hot-button issues and not feel scared or uncomfortable about that. Crucial element of our project is a simplistic yet striking illustrative visual identity. Project's palette consists of three key colours - black (representing dark times any mother could face), white (symbolising hope and light at the end of every dark tunnel) and pink (which stands for carefulness of our project and culture of acceptance and mutual respect). The illustrations are designed by young artist Natasha Polyakova. The cute little drawings are created on a real-time basis to illustrate different topics our project covers on Instagram, podcast & website
