One out of five mothers will statistically suffer from postnatal depression within the first two years of giving birth. The symptoms of the illness are as varied as the women themselves. From insomnia, panic attacks to obsessive thoughts - the list of symptoms is long, but nothing compares to the amount of guilt they feel. Out of fear and shame, they often struggle to open up about how they’re feeling and choose to suffer in silence. Those affected desperately search for an explanation. Why don’t they feel this unconditional love everybody seems to speak of? “Pure Happiness” is meant to show mothers that they are not alone and that the fear and guilt they feel does not make them bad mothers, while also encouraging them to seek help.

The spot “Pure Happiness” tries to intercept those affected by telling the inner monologue of a new mother with postnatal depression. This is represented by the conflict of a young girl with a balloon, which is hung on her wrist at a party and then stays there. All the other children are playing happily. Meanwhile, her thoughts circle around the months of anticipation for this very moment and how beautiful she imagined it to be. While the other children are happily playing, she stands by. The feelings of shame, failure, fear and reproach alternate abruptly. She watches the children, the balloon hovering menacingly above her. She tries to encourage herself to just try to be happy. Looking at the other children, she seems to be the only one having doubts. She tries to join in, to do the same as the others, but can’t. She feels trapped. All she wants is to have her freedom back. She lets go of the balloon. It rises but continues to hang on her right wrist.