Becoming a parent is a journey filled with profound joys and unforeseen challenges, especially for first-time parents. To provide essential guidance to expectant parents and caregivers, North York General Hospital, recognized as one of Ontario’s busiest birthing centers, has partnered with the creative agency Courage to introduce “What No One Tells You When You’re Expecting.” This 150-page publication is a candid exploration of parenthood, based on the genuine experiences of real parents.
Starting October 11, 2023, you can access the digital version of the book free of charge, with printed copies also available for order.
Domenique Raso, the Creative Director at Courage, explained, “Cindy and I often discussed the aspects of parenthood that took us completely by surprise upon returning from maternity leave. While the positive aspects of having a baby are widely shared, the less glamorous realities are often kept hidden. Consequently, the concept of enlisting real parents to help compile a comprehensive guide outlining these unspoken truths seemed like a natural fit for the birthing center.”
Derived from numerous submissions from diverse families across North America, and complemented by stunning illustrations from artist Emilie Muszczak, “What No One Tells You When You’re Expecting” offers over 100 genuine insights into parenthood. These revelations include statements such as:
“I had no idea the epidural would make me so itchy.”
“I didn’t expect my nipples to crack and bleed from breastfeeding.”
“I didn’t anticipate the pain and bleeding for days after giving birth.”
The publication also delves into crucial topics like mental health, sexual relationships, and, of course, the less glamorous aspects of parenting. Moreover, these revelations are complemented by expert advice from North York General Hospital’s (NYGH) physicians and midwives, shedding light on the scientific aspects of these experiences and fostering conversations that have been considered taboo until now.
Ya Shan Waley, Chief Marketing and Communications Officer at North York General Foundation, expressed enthusiasm for this initiative, stating, “We were immediately drawn to this concept because it presents a contemporary and unfiltered perspective on the conventional pregnancy literature we’ve grown accustomed to. As a hospital that delivers thousands of babies each year, we possess an in-depth understanding of the experiences new parents go through, and this insight informs the excellent care we provide. This book is another avenue through which we support our community by destigmatizing the birthing process, all while celebrating our plans to rejuvenate our Birthing Centre.”
The book’s launch is complemented by a comprehensive promotional strategy, including digital Out-of-Home (OOH) advertising across the Greater Toronto Area, paid social media campaigns, a launch video, and guerilla marketing efforts throughout Toronto. These efforts are aligned with NYGH’s ambitious $32 million fundraising campaign, aimed at modernizing their Birthing Centre to provide a setting that mirrors their renowned standard of care.
