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It’s Mother’s Day in the U.K. this Sunday, March 27, but for maternity discrimination charity Pregnant Then Screwed it’s actually “Unhappy Mother’s Day”—an occasion for moms to share their experiences and let loose their frustration at the country’s “unaffordable child care” system.
In collaboration with creative agency Wonderhood Studios, Pregnant Then Screwed flips the annual celebration on its head with a social campaign that subverts the traditional sugar-coated Mother’s Day aesthetic with a series of provocative cards that tell story of how inaction from the U.K.
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