London (CNN) A new advertising campaign in the London Underground spotlights women's bodies after childbirth, depicted without the use of digital retouching. Mothercare's Body Proud Mums campaign aims to represent "a part of motherhood that is rarely seen in media," the childcare retailer said in a statement. The ads appear in more than 30 Tube stations across London, on LCD screens and escalator panels. The Mothercare campaign appears on screens throughout the London Underground, as well as on social media. The photos also appear in a social media campaign by Mothercare, alongside stories from the models.

Source: CNN February 25, 2019 17:15 UTC