When it came to Fit Liberty Mom, we kept thinking, "Why do you have to change your style and buy clothes that are specifically made for maternity?" Let's face it, you're not even showing until your fourth or fifth month, so you're really wearing [maternity clothes] for only five months, and you may never wear those clothes again. They don't feel like you, they don't look like you.

The company created a series of videos that showed what it’s like to check into an ER, clinic or a maternity area, Viden of CommonSpirit said. In addition, it created a TV ad that ran across all of CommonSpirit’s markets and uses the tagline “We’re here when you’re ready.”. “We wanted to provide that level of comfort and familiarity to consumers at this moment,” Viden said.