I always thought it was brilliant when people called my mum, “Supermum.”
Why wouldn’t I? What kid turns their nose up at such recognition for their parents? And a tenuous claim to the mantle of SuperSon? Come on.
But I realise now, I was wrong.
Don’t get it twisted, Helen is as super as they come. But glorifying a single mother—especially one teaching 30 kids all day and raising 3 boys come home time—for doing literally everything isn’t something society should be celebrating. It sets an unhealthy expectation. A precedent no-one could realistically live up to.
At its core, the idea of “Supermum” is as fictitious as that of Superman.
IS IT A BIRD? IS IT A PLANE? NO, IT’S A MUM WORKING 40 HOURS A WEEK.
The seed for this article was planted when we began working with Trellis earlier this year. An intelligent health platform designed to ease the burden on mums and mums-to-be, it organises a lifetime of medical records in minutes—providing a platform that does its utmost to reduce the all-consuming pressures surrounding pregnancy, post-partum and parenting beyond.
That seed then blossomed when I sat down at a SXSW discussion between Joeli Brearley (Founder at Pregnant then Screwed), Elliot Rae (Founder at Parenting Out Loud), Louise Watson (Associate Director at Propellor) and Karen Stacey (CEO at DCM).
They also took issue with the term “Supermum,” and within 30 minutes banished it to Room 101.
Why?
First, the term’s outdated. Joeli pointed out that parents are spending twice as much time with their children compared to the 50s, while also balancing 300 more hours of paid work a year on top. It’s left most mothers teetering on the edge, with the notion of “managing to do it all” often repackaged as a compliment: “how does she do it all?”
Second, it’s preventing honest conversations. Louise reminded us that “super” language isn’t conducive to progress. It glosses over the normal struggles and challenges women face, and negates the fact they might need help.
And third, it removes dads from the equation. Elliot stressed he’s in contact with a generation of men determined to help their partners and children, understanding how more balance can lead to longer, happier and healthier lives for all of their family. A cause no better championed than by Pregnant Then Screwed and The Dad Shift’s absolute Motherf**ker of a campaign.
In short, “super” connotations make the hardest role most people take on in life feel rather simplistic.
THE MOTHER OF ALL HEALTHCARE APPS
So, debate digested, opinion reinforced, how has all of that affected the language of Trellis?
Well first off, there’s no place for the term “Supermums”. Great news, given the above. But even better, it gave us the chance to properly understand what language could have the reverse effect on time-poor, plate-spinning mothers. And lessen the weight of expectation.
Established logic would suggest there are three directions to travel in here:
- An empathetic, messy, “you’re not alone in this” portrayal of motherhood à la Dove.
- An empowering mantra built on strength and pride, more akin to a Nike
- And a partner always on hand with support and sheer usefulness, like Johnson’s or Pampers.
None of these were necessarily right for Trellis, but there was something to learn from all three. And ultimately, a blend inspired us to base our voice on the first person most of us meet on Earth: the midwife.
Stress-tested, steady-handed miracle workers, not only do they deliver exactly what mums need, they do it with formidable bedside manner. Occasionally cutting, commonly courageous and always good for a story, they aren’t just another voice in your ear. Amongst helicopter grandparents and a great deal of crying, they are arguably the only voice you want to hear.
Having spoken to the mothers in and out of our studio, when it comes to their family’s health, all they really want are answers, action and the ability to tick things off as quickly as possible. It’s why Trellis doesn’t just mirror a midwife’s tone, it borrows their approach to messaging. Opening with clarity to grab attention, before adding charm and character. An on-brand way of saying form follows function.
The resulting voice feels different to other healthcare apps in the industry. Warm without the “we’re here for you”, confident without the backing of a billboard campaign, female-focused without alienating anyone in the family.
Intelligent, imaginative writing that makes things as easy as A to Baby, guides partners through pregnancy and post-partum without holding their hand, and establishes a realistic picture of what it’s like to bring a child into the world.
Rejecting the “Supermum” myth to help parents do exactly what they need to: parent.
Interested to learn more?
Read about the entire Trellis project here
© 2025 How&How Ltd