Mother F**ker exposed the brutal reality of the UK’s paternity leave policy, the worst in Europe. Partners get just two weeks at less than half the minimum wage, leaving mothers, many recovering from C-sections, unsupported. Created by Pregnant Then Screwed and The Dad Shift with no agency backing and a £2k production budget, the campaign used unflinching photography to cut through political euphemism. Running nationally with post-C-section mothers, it sparked national debate and empowered thousands of parents to share their own stories, applying pressure during a critical government review.