As MAM Baby celebrates its 50th anniversary, the bottle, teats and soother brand has launched a new campaign ‘Be the Village’, aimed at tackling loneliness amongst first-time mothers and encouraging greater community support around early parenthood.
As MAM Baby celebrates its 50th anniversary, the UK’s number one bottle, teats and soother brand has launched a new campaign aimed at tackling loneliness amongst first-time mothers and encouraging greater community support around early parenthood.
Titled ‘Be the Village’, the campaign marks the brand’s milestone year by building on its long-standing commitment to supporting families beyond products. Developed in partnership with UK perinatal mental health charity PANDAS, the initiative aims to turn the familiar phrase “it takes a village” into a practical call to action, encouraging people to offer meaningful support to new parents through time, presence and everyday acts of kindness.
The campaign comes at a time of strong momentum for MAM Baby in the UK: over the past four years, MAM has delivered circa +10% CAGR growth, significantly outperforming the wider category. This performance reflects sustained consumer trust, healthcare professional recommendations, and a sharper brand focus, driven by a simple objective: to make the feeding journey easier for parents to navigate.
To launch the Be the Village campaign, MAM Baby has unveiled an installation in Liverpool featuring 50 letters written by first-time mothers from across the UK. The installation, which was unveiled in Liverpool One before moving to the Liverpool Central Library from 30 March to 5 April, presents honest reflections addressed to the next generation of parents. The letters share candid experiences of early motherhood, highlighting both the challenges and the moments of joy that accompany the transition into parenthood.
The campaign has been supported by model, presenter and podcast host Hannah Cooper-Dommett, who is expecting her second child and has contributed her own letter to the installation.
Damian Butler, Managing Director of MAM Baby UK, said: “We’re incredibly proud of the heritage we’ve built alongside parents and Health Care Professionals over the last five decades. Since the very beginning, we’ve always believed that supporting parents starts with listening to their needs, their concerns, and the realities of early parenthood. Our job is to stand behind them with products they can trust and a brand they can confidently recommend. Our products combine medical insight, thoughtful design and empathy for the everyday realities of parenthood.”
MAM’s position in healthcare settings is further reinforced by its status as an approved NHS supplier, embedding the brand within healthcare environments at the very start of the parenting journey. MAM Baby also continues to lead through product excellence, with recent recognition including the Mother & Baby Gold Award 2026 for Best Feeding Product.
Damian continued, “As we celebrate 50 years of MAM Baby, we wanted to mark the milestone in a way that reflects our core belief—together in every step. Be the Village moves beyond the idea that ‘it takes a village’ to raise a child and encourages people to actively become part of other mums’ support networks. From the installation of 50 letters to the launch of our dedicated WhatsApp community, the campaign is about connection, honesty and pre and postnatal education. Our hope is that it reminds mothers everywhere that they don’t have to navigate this life-changing journey alone.”
As part of the campaign, MAM Baby has launched The MAM Village, a dedicated WhatsApp community designed to support new parents feeling isolated. The channel will offer pre and postnatal advice to parents through the MAM network of Health Care professionals, and talks from perinatal mental health charity, PANDAS.
A spokesperson for PANDAS said: “At PANDAS, we speak to thousands of parents every year who are struggling with loneliness and the emotional challenges that can come with new parenthood. Supporting MAM Baby’s Be the Village campaign allows us to shine a light on this reality while also creating practical support for parents. By building spaces where mums can connect, share honestly and access trusted guidance, initiatives like the MAM Village Channel will help parents feel less alone and more supported through this important stage of life.”
Through MAM Baby’s ongoing support of PANDAS, the charity is able to resource and plan for the opening of five new peer-to-peer groups to support those in need.
A hero ‘Be the Village’ campaign film is also live on MAM Baby’s YouTube page, featuring, real mums reflecting on their own experiences of being a new mum. The campaign will be further supported by influencer content featuring real mums’ raw and honest experiences of parenthood.
The MAM Village Community WhatsApp channel is live now and can be joined via this link.
For more information about MAM Baby, please visit mambaby.com/gb/be-the-village/.
