Our Mission

Embrace is a national movement with an ambitious goal – to ensure every mother is supported from the start. We do this through inspiration, mobilisation and building meaningful connections for and among mothers and mother-supporters.  We’re reclaiming our village and giving every new mother a voice, a caring community and a network of possibilities.

What We Do


We seek to inspire South Africa with the vision of embraced motherhood and to join the village of supporters who believe in the power of motherhood. Embrace acknowledges the magnitude of the transition to motherhood and aims to inspire mothers with a message of solidarity in the struggles, the joys and the mundane aspects of this new experience. Through a growing body of stories and intimate spaces of sharing, we hope to inspire new mothers to strengthen their personal sense of confidence and support women’s well-being in a vulnerable stage of their lives.

Our 2018 campaign, #IAmMother sought to inspire by seeking out and amplifying the voices of 50 mothers from around South Africa.


Embrace creates platforms and spaces where mothers and supporters are empowered to rally around the vision of making South Africa a great place to be a mother. This is a movement that celebrates communities of people finding creative ways to support and embrace mothers across the country. An example of this is Mother’s Day Connect

Our flagship mobilisation campaign is Mother’s Day Connect.  With Embrace’s tools, women nominate their nearest maternity unit/birth facility for inclusion in Mother’s Day Connect. Through their networks, they recruit teams of moms and prepare to visit new moms at their local birthing facility. Every team visits their maternity unit for one hour during the course of Mother’s Day, celebrating all the new mothers and the nursing staff. On Sunday, 13 May 2018, Mother’s Day Connect took place for the third year running in nearly 50 birthing facilities across 17 cities with the support and leadership of close to 750 women.


Motherhood is not meant to be travelled alone. That’s why this movement of mothers and supporters believes in the power of simple supportive connections. Embrace finds creative ways to build connection during a time when women are often home-bound and socially isolated.

One of the ways in which we create spaces for connections between mothers is #TuesdayCheckIn. Every Tuesday, we send out a beautifully packaged message of inspiration to the thousands of moms in our network. Each message is written by a mom in the Embrace movement, and specifically meant to encourage and uplift. We ask everyone who receives a message from Embrace to pass it on. And whoever gets a message from another mom to pass it on to the next mom, and so on.

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