About
The 50% Pledge
Baby, Pooh Cares? is a social enterprise: for every pack you buy, 50% of our profit will go directly to supporting parents' mental health. Here's exactly where:
Postnatal depression
Funding treatment for the most talked-about, and still under-treated, perinatal condition.
Education
Guidance on the moments that trigger the worst days: a newborn's crying, a toddler's meltdown — so you have a toolkit when the hardest moments hit.
Perinatal anxiety
Donating to the most common perinatal mental health condition, and the one that gets the least airtime.
"an anxiety that never seemed to switch off"
Bec's Story
I remember standing in the nursery at 2am, watching my baby cry. I tried everything. My husband tried everything. Nothing worked. And as the crying got louder, so did the voice telling me I was doing something wrong.
I'd always thought of myself as mentally strong — until I became a mum. With family and friends too far away to help, there was no one to tell me "this is normal" when it didn't feel normal at all. Just me, my husband, and an anxiety that never seemed to switch off.
I'd gone from a decade of corporate work — meetings, milestones, a clear sense of who I was — to wiping my baby's bottom for the hundredth time. Somewhere in that repetition, I started asking myself: is this what motherhood is supposed to feel like?
That night stuck with me — not because it was the worst night, but because it was the most ordinary one. No crisis. Just a Tuesday that quietly convinced me I was failing.
What I needed wasn't a better soothing technique. I needed someone to ask how I was doing.
That's why 50% of the profit we make goes directly to supporting parents' mental health.
We created Baby, Pooh Cares? so that every time you wipe your baby's bottom, you're reminded there's a community of parents who've been through the same thing — and that you're not alone.