Designed to expose the often-invisible discrimination faced by mothers at work, the campaign doesn’t just highlight the issue—it brings it to life through print media in a way no digital format could.
The numbers tell a disturbing story. In 2016, 54,000 women in the UK were forced out of their jobs due to pregnancy or maternity-related discrimination. By 2025, that figure is projected to hit 74,000—a 37% increase.
To tackle this, Pregnant Then Screwed turned to a collective of creative professionals, working pro bono under the leadership of Gemma Phillips, to develop a visually arresting advertising campaign. The idea was simple but powerful: ask supporters to shred their CVs—a symbolic act representing how parenthood often derails women’s careers.
The shredded paper then became the raw material for a striking poster campaign displayed at London’s Westfield shopping centre, across YouTube livestreams, and in various out-of-home advertising locations. The phrase “Mum, You’re Fired” was literally assembled from these torn documents, turning emotional waste into compelling visual storytelling.