Is there a perfect mum? In a recent survey for Baby Dove, 9 out of 10 first-time mums said that they feel pressure to be perfect due to the images they see every day on social media and in magazines, that they feel uncertain about their own abilities, because the media can make parenting look easy and glamorous. In response to this survey, Baby Dove decided to take this idea a step further with their campaign ‘Perfect Mum’. For the campaign Baby Dove asked Happy Finish to use Artificial Intelligence to create an image of a ‘perfect mum’, an amalgamation of unrealistic depictions of motherhood in the media and on social networks. The final image, dubbed “Aimee”, was unveiled at Waterloo Station, sparking huge online debate and criticism about the “pressurizing” image used. The next day, Baby Dove revealed the truth about Aimee in the press - that she isn’t real, and neither is this notion of “perfection” in motherhood.