The campaign launched to coincide with International Women’s Day and Mother’s Day last week. It aims to encourage women to open up about the difficulties and potential isolation of motherhood.

By showing tired mothers making light of these experiences with their friends, from sore nipples to leaking breasts, the campaign works to encourage consumers to talk about their mental health.

The video was made in partnership with Comic Relief. Maltesers have a long running partnership with the charity and have committed to donating money to those that support maternal mental health. With Comic Relief approaching this Friday, the videos use of humour is well timed and makes the conversation of mental health more approachable for viewers.

It fits with the signature Maltesers style of playful and light-hearted content. Titled ‘Not After That Display’ and ‘One Squirt or Two?’ the videos show women enjoying Maltesers products while confiding with friends.

Supporting maternal mental health at a poignant time on consumer’s calendars highlights the brand’s recognition for the struggles faced by women and mothers.

Created by AMV BBDO agency and directed by Ally Pankiw through Partizan, the two short videos have been shared across social media channels and linear broadcasting streams.