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An ad depicting the very real struggles that mothers face in the days after giving birth was rejected for being ‘too graphic’

We all (should) know that pregnancy involves blood, pain, and waking up to a body that’s a little different to the one that you had before – but an advert trying to highlight those realities, and the difficulties women go through after birth, has been rejected by the Oscars.

In contrast to the smiling-and-toned-mom-immediately-after-birth images often used in post-pregnancy advertising, advertisers Frida Mom released a commercial showing a mother waking up to a crying baby, stomach hanging over her pants, and struggling with a pad in her mesh underwear. That advert was rejected by ABC and the Oscars for being “too graphic with partial nudity and product demonstration”.

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