Turning shredded careers into a print advertisement you can’t ignore

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.

Print advertising with emotional impact

What makes this campaign a standout in the world of creative advertising is its use of print not just as a message carrier, but as a medium that embodies the message. The stark monochrome layout recalls the impersonal nature of corporate HR policies, while the jagged edges and layered textures of the shredded paper evoke the human cost of workplace discrimination.

“Maternity and paternity discrimination can be very invisible,” explains campaign creative lead Gemma Phillips. “The whole idea behind The Career Shredder was, how do we make something that’s very invisible, visible?”

This tactile, layered approach makes it more than just a visual; it’s a visceral experience—something that’s increasingly rare in digital formats, but still deeply effective in print and outdoor campaigns.

Why creative professionals still choose print

For graphic designers, media agencies, and marketers, this campaign offers a textbook example of how print innovation can elevate a message and leave a lasting impression. The physicality of print delivers a sensory impact that digital platforms struggle to match—making it ideal for causes that need to cut through the noise and spark real emotional engagement.

Print also offers longevity and context. In busy public spaces, where attention spans are short, an arresting visual printed on high-quality stock or outdoor boards can achieve brand recall far beyond the moment of exposure.

What this means for marketers and media buyers

The Career Shredder campaign shows that print marketing isn’t just relevant—it’s necessary when the goal is to provoke thought and drive action. For advertising planners and media strategists, it’s a reminder that an idea brought to life through physical media can spark conversation, earn press coverage, and deepen audience connection.

It also demonstrates that OOH advertising and print-based storytelling still excel at creating shareable, multi-platform experiences. By integrating livestreams and social media with striking offline visuals, the campaign becomes an omnichannel success rooted in print.

A masterclass in purpose-led print

For printers, designers, and advertising professionals, The Career Shredder is a compelling case study in how to use paper as protest, design as activism, and print media as a force for social impact.

This is print with purpose—where shredded pages become a powerful call to action, and creative print marketing becomes a catalyst for systemic change.