Most of the conversation about bonding is focused on the immediate love parents – both mums and dads – feel for their baby. But that can leave those parents who don’t experience that, feeling like failures.
We wanted to open the conversation about bonding and show struggling parents they’re not alone - and that it’s ok if it takes a few hours, weeks, months or longer.
There can be many different reason for it too – like difficult births, hormone imbalances and domestic situations - but we believe that no one should feel failure or shame. Parenthood is hard enough without us being hard on ourselves.