Mom,

it's your story too

In a survey with 4000 people who identify as moms, it became clear that a majority of them felt that they weren’t a part of their own story. It’s time to change the narrative!

For too long, moms have captured moments from behind the lens, shouldering the responsibility of telling the family story alone. 

This summer, we’re making a change, we’re getting all moms in the picture. 
Join us in celebrating mom’s irreplaceable presence with a challenge for everyone who is a mom, has a mom, or knows a mom.

It’s time to get moms everywhere in the picture and make sure they’re part of their own story!

How moms really feel!

From a survey of 4000 people who identify as moms, with Pureprofile, on behalf of Once Upon.

Check out the statistics

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52% of moms feel there aren’t enough photos of them with their children

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93% of moms didn’t mention dads or partners as taking the majority of photos in their family

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65% of moms feel that it’s important or very important to have photos of memories that include themselves

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49% of moms feel pressured to always be the one taking the photos

From a survey of 4000 people who identify as moms, with Pureprofile, on behalf of Once Upon.

I love taking photos of my family so I can remember all the fun times we have… just wish I was also in them so when my kids grow up they can see how much I was there.

- A Once Upon mom

My mom was always behind the camera and never hardly ever in photos because she was self conscious about her appearance but as her daughter I didn’t care I loved what she looked like because she was my mom!

- A Once Uponer

I don't want to be the mom who, later in life, is trying to find herself in the photos. I want to remember being in the moments, and having it documented!

- A Once Upon mom

Dads are usually portrayed as the fun parent, as in my experience family days out always seem to capture dad having fun with the kids with me not around, even though I contribute to a lot of the fun times, it’s not captured in the moment.

- A Once Upon mom

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Mom, do you want to be part of your family’s story? Sign here!

Ever scrolled through your phone, realizing you’re not in any of your photos? It may not seem very important now, but there will come a time when you flip through your photo books and regret not being part of the photos!

Check out our contract and send it to anyone who needs a little push, a push to get in the picture themselves or a push to take the shot of a mom they love!

We can’t help but wonder what happens to our memories in the long run, when moms aren’t in photos.

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Your new Momifesto!

Not quite ready to sign a full blown contract? Maybe a summer Momifesto is more for you. Repeat this over and over until you believe it: This summer I am not the only one responsible for documenting and creating my family’s story. I always say yes to having my photo taken and often pass the camera to someone else.

Five things to live by this summer:

1

Get in the picture

2

Let people take my photo

3

Ask people to take my picture

4

Do not delete any photos

5

Focus on the feeling in the photo, not what I look like

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Why you should think twice about deleting photos this summer

Often when looking at recent photos of ourselves, we can be pretty critical of what we see. Yet, with time, a shift happens and the way we look in the picture becomes much less important – because of the memory the photo holds. So, next time you're tempted to delete a photo because of how you look, don’t. Instead, cherish the memory and add it to your photo book. It will be worth it, we promise!

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It’s time to co-create

It’s time to co-create

Hopefully, moms everywhere will finally be stars of the show this summer. All your loved ones have taken all these awesome photos of you. And now you’re wondering, how do I get them into my photo book? The answer is easy: co-create. Invite as many people you want to your book and ask them to simply upload the photos into it. 

It’s time to co-create
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Take her picture!

More than every other mom feels like there’s not enough photos of them with their children. So if you are a mom, know a mom, have a mom: take her picture. Don’t hesitate, don’t think twice, just do it. As a reminder, we’ve created a “take her picture”-cap. Want a cap of your own? Head on over to our Instagram and join our summer competition to win one for you and a friend.

Mother nursing her baby

Stories

Is photo-taking equal in same-sex relationships?

Fierce, funny, feminist. Katharina Wohlrab is the definition of cool and we got the chance to have a chat with her about demanding photos from your partner, being the one who takes on most of the responsibility in a relationship, and, of course, those nap times that save your sanity.

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Stories

The Power of Embracing Life's Imperfect Moments

In a world obsessed with perfection, where every image is meticulously staged, edited, and filtered, the true essence of a memory can sometimes be lost. Because often, the imperfect photos, make the happiest memories to reflect on, and play a big role in holding our loved ones close and keeping their memories alive.

Mother and child taking a selfie

Stories

Breaking generational cycles by stepping into the picture


Photography has played a significant role in my life since childhood. My mother meticulously curated our family albums, capturing every detail in perfectly arranged photos and accompanying texts. While her interest in capturing memories undoubtedly rubbed off on me, so too did her reluctance to be in front of the camera. It’s as if that behavior has been passed down.

Count from 0% to 93%

of the moms we asked didn’t mention dads or partners as taking the majority of photos in their family

I seriously think it has to do with mothers still taking on more responsibility for everything family-related. I think a lot of men still need to step up.

- A Once Uponer

Tip

The ultimate photo guide

It’s not the easiest taking in-the-moment photos, someone might blink, move out of frame, or notice you and stop what they were doing. But the most important part is starting to take those candid shots - and you’ll get better and better from practicing! To the photo guide

Get Mom in the photo

Our awesome friends who support our initiative to get more moms in photos!

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