There is a familiar moment, often played for humor, where a new mother insists she is doing fine while clearly overwhelmed. Momcozy’s latest campaign, “Choose You, Too,” builds on this reality, reframing it as something to acknowledge rather than dismiss.
The campaign’s main focus is a television advertisement which features Abbie Herbert, a mother of three who shares her authentic experiences of motherhood through unedited content. The campaign uses her presence to demonstrate its dedication to truthful representation and authentic self-knowledge and to show the value of seeking help from others.
The campaign operates through a fundamental question that people tend to ignore when they ask, “What do you need?” Mothers learn to respond with “I’m fine,” but that answer no longer reflects their actual situation. The initiative “Choose You, Too” empowers individuals to acknowledge their personal needs while developing greater confidence in their capacity to share those needs with others.
In her collaboration with Momcozy, Herbert highlights this dynamic directly. She notes that many mothers prioritize everyone else first, often placing their own needs last, and that the campaign’s message resonated with her for that reason. The partnership aims to present self-care not as indulgence, but as a practical and necessary part of motherhood.
The CROING Agency, which is a creative agency owned and operated by women, produced the commercial to support the campaign’s main goal of increasing female representation in both on-screen roles and behind-the-scenes work.
A Campaign Grounded in Everyday Experience
Rather than positioning motherhood in extremes, the campaign focuses on everyday moments, where care, fatigue, responsibility and identity all intersect. The goal is not to redefine motherhood, but to acknowledge the complexity that already exists within it.
By centering real experiences, Momcozy reflects a more balanced perspective: one where caring for others and caring for oneself are not in opposition, but part of the same equation.
Extending Support Through Practical Tools
Alongside the commercial, is the launch of The Mama Registry by Momcozy, a platform designed to make it easier for mothers to identify and communicate what they need, whether that is practical support, time or resources. The registry aligns with the campaign’s broader message by translating awareness into action.
People normally talk about support systems in abstract ways but Momcozy’s Mama Registry provides a concrete method to decrease the difficulties people experience when they need help.
Reframing the Conversation
“Choose You, Too” ultimately centers on a small but meaningful shift: moving from automatic reassurance to honest reflection. Instead of defaulting to “I’m fine,” the campaign encourages mothers to pause, consider their needs and feel more supported in expressing them.
Through its partnership with Abbie Herbert and the release of its new commercial, Momcozy positions this message within a familiar, everyday context, one that many mothers already recognize, even if they do not always say it out loud.
The campaign maintains close ties to actual human experiences while creating a new method of response that includes self-care as essential to caring for others.
