We’ve been able to erase the “and they all lived happily ever after” myth. But the perfect early mother myth is still alive and causing unwell women.

Three in four maternal mental health conditions go undiagnosed or untreated, in part due to stigma, according to Ad Council, and post-partum challenges are often temporary and treatable. But a “guidebook” of clichéd solutions, such as “listening to my body”, “having honest conversations”, “remembering to slow down, and breath” and “trusting my instincts”, can be a cause rather than a cure for struggles.

Ahead of World Mental Health Day on October 10, Ad Council has launched The Secret to Motherhood, an extension of its Love, Your Mind mental health platform, developed pro bono by Mischief USA.

The campaign leads with a two-minute video, What’s Her Secret?,” a new mother answers that question with clichés, while the viewer watches the reality that is running through her head. The campaign aims to point out that there are is no secret to “perfect” motherhood, but that mothers are keeping secrets about how imperfect it can be.

The campaign is running in English and Spanish and directs new and expecting mothers to mental health resources.