Matrescence Campaign

Matrescence, the profound transition into motherhood, a universal yet under-recognised experience, lacking formal definition and mainstream awareness. It is not acknowledged by authorities such as the Oxford English Dictionary or Merriam-Webster, nor supported by everyday tools like Apple keyboards. To change this, Peanut and Tommee Tippee launched a campaign to force language to catch up with lived experience beginning with a full-page ad in The New York Times driving a petition for official recognition. Originating in the UK, the campaign launched across three countries including UK, USA and Australia. The campaign quickly became a global movement: • Campaign went viral - 6M+ social views • 8k shares on campaign launch post • 20,000+ visitors to the petition page across 91 countries • Surpassed 10,000+ petition signature goal • 250M+ press reach • Creators and talent organically joined the movement generating their own content. This is organic, sustained participation, not just passive engagement. • Leading experts in matrescence joined the conversation, LinkedIn was flooded with the campaign as well as Instagram re-shares • Campaign drove real behavioural change, with a 5000% increase in searches for matrescence. • Campaign delivered true impact with Dictionary.com has since recognised the term, with discussions ongoing with Merriam-Webster and Apple. By transforming an overlooked scientific concept into a global cultural movement, Peanut and Tommee Tippee did more than introduce a word they legitimised an experience. Because when language evolves, culture