Transitional Motherhood Campaigns

Peanut and Tommee Tippee Want "Matrescence" in the Dictionary

Matrescence is a word coined in 1973 by anthropologist Dana Raphael that describes the developmental transition of becoming a mother and the many mental and physical experiences that accompany it—but it's not officially recognized in the dictionary, and Peanut and Tommee Tippee are campaigning to change that.

Together, Peanut and Tommee Tippee took out a full-page ad in The New York Times, calling attention to the fact that "IDGAF" has landed a spot in the dictionary, but not matrescence. The print campaign has a QR code that links to a petition for this word to get added to dictionaries and tech devices so that it won't be autocorrected, and women will feel less alone when it comes to experiencing profound biological, psychological, and emotional shifts.

前往原文 ↗