The Brief

Professional women face constant contradictory advice during pregnancy, adding unnecessary stress. The work used the line “Pregnancy can be complicated. Our cover isn’t” to position PPS as the simple solution, covering all medically justified pregnancy issues rather than a restrictive list. Through the #PregnancyIs hashtag and relatable scenarios (nausea, bathroom runs, gynae appointments), the campaign ran across print, social, and video, showing that when pregnancy gets complicated, PPS cover stays straightforward.