New York – October 01, 2026 -- The Ad Council has launched The Secret to Motherhood, a new maternal mental health campaign urging new and expecting mothers to prioritize their own well-being as part of caring for their children.
One in five mothers face a maternal mental health condition
According to the CDC, these conditions are the leading cause of pregnancy-related deaths in the U.S. Despite this, three in four cases go untreated, largely due to stigma surrounding the topic.
A new PSA series called 'What's Her Secret?' anchors the effort
Developed with Mischief USA on a pro-bono basis, the campaign is available in English and Spanish and includes broadcast and digital creative, strategic partnerships and talent activations. All materials direct mothers to a resource hub at LoveYourMind.com/moms, also available in Spanish at ConAmorTuMente.com/mama.
"The real secret to motherhood isn't having all the answers. It's knowing you don't have to go through it alone," said Heidi Arthur, chief campaign & program officer at the Ad Council.
Mischief's creative director drew on her own experience with postpartum depression
Bianca Guimaraes, founding partner and executive creative director at Mischief, said she experienced postpartum depression after both of her pregnancies, describing hours spent pushing a stroller through the park simply to pass the time. The campaign aims to surface thoughts many new mothers hide because they don't match expectations of what motherhood should feel like.
Funders include the Arthur M. Blank Family Foundation and Huntsman Mental Health Foundation
Additional support comes from Merck for Mothers and the Perigee Fund. The PSAs will run nationwide in donated time and space across broadcast TV, online video, out-of-home, radio and digital platforms, with media support from WPP Media, Datonics, Amazon Ads, Fuse Media, iHeartMedia, Kargo, Pinterest and Reddit.
Dr. Rana Jawish of the Huntsman Mental Health Institute noted that maternal mental health challenges are common and highly treatable, but stigma and lack of awareness keep many women from getting care.