Kiwi Creator Brief
for Pregnancy & Postpartum
“Oh. That’s me. And I’m not the only one.”
That’s the reaction we want. This content isn’t really selling anything. It works when someone who’s been dealing with this alone suddenly feels recognized. If a new parent watches your video and exhales, it worked.
“I knew sex could hurt after you had a baby. What I wasn’t expecting was for it to keep hurting.”
Cleared at six weeks. Confused ever since.
We’re speaking to people navigating pelvic discomfort, fear, or body-disconnection during pregnancy and postpartum. Some are preparing for birth. Some are newly cleared but not emotionally ready. Some are months or even years out, still quietly dealing with pain they were told was “normal.”
A lot is working against her bringing it up. Everyone around her is focused on the baby. The pain got normalized somewhere along the way, so mentioning it feels like complaining. Her own body slid to the bottom of the priority list. And there can be real resentment toward a partner who wants closeness when she can barely get a shower to herself.
She wants closeness again, but feels guarded. She misses feeling like herself, but doesn’t know where to begin. She can love her partner deeply and still avoid sex, because her body has learned to brace for pain.
Speak to her with real empathy. Being cleared doesn’t always mean feeling ready, and common doesn’t mean it should be ignored. The message is never “get back to normal.” It’s: you deserve to feel safe, supported, and in control as you reconnect with your body at your own pace.
Meet her where she is
She could be at one of three points when your video finds her. Figure out which one you’re talking to and let that set the tone. The line under each one shows the vibe — it’s not copy to reuse.
Reflect her experience back to her
She hasn’t put words to it yet. The job here is recognition: her day, her thoughts, said out loud by someone else, and permission to call it what it is. You don’t need to mention the product at all. Giving the thing a name is the win.
“Everyone said it would be hard at first. Nobody said it would still be hard six months in.”
Give her real information
Now she’s googling. She wants specifics from someone who gets it: what the six-week appointment does and doesn’t cover, what her options actually are, why a tool like Kiwi is different from being told to relax. Plain explanations will do more here than enthusiasm.
“Cleared at six weeks” is a checkpoint, not a finish line — here’s what nobody covers at that appointment.
Give her permission to start small
Something shifted. She wants to try again, for herself or for the relationship, and she needs to hear that starting small counts. Stories work best here, and they’re allowed to be funny. A small, slightly ridiculous moment of progress says more than a pep talk.
“We touched butts accidentally in the kitchen last night, and I didn’t run away in fear.”
Where Kiwi comes in
Kiwi is a vibrating pelvic wand. For this audience, it’s a way to work with a body that’s been bracing: gentle massage, at home, fully in her control. Don’t frame it as a fix or a shortcut. And pick one or two of these uses to build around — a video that tries to cover all seven will feel like an ad.
- Perineal massage support for birth-prep routines
- Gentle scar-area massage around healed C-section, tearing, or episiotomy scars — once fully healed and cleared
- Pelvic floor massage for muscles that can feel tense, tender, or overworked after pregnancy and birth
- Broad-area massage for connected areas like hips, glutes, lower belly, and inner thighs
- Shallow insertion to explore comfort gradually and on her terms
- Vibration to support blood flow, relaxation & rebuilding positive associations with touch
- Three massage tips for different types of external + shallow internal massage
Product background: the Kiwi page · HSA/FSA eligible · designed with pelvic health experts.
The few hard lines
Lean into
- “Cleared doesn’t mean ready.” The gap between medical clearance and actually feeling ready is the heart of this brief.
- “Common doesn’t mean ignore it.” Just because it happens to a lot of people doesn’t mean she has to live with it.
- Permission language. “At your own pace,” “if and when,” “you’re allowed to.”
- Your real voice and story. First-person and specific beats polished every time.
- Small wins and humor. This doesn’t have to be heavy to be honest.
- Partner warmth. A couple figuring it out together, no pressure on anyone.
Skip
- “Get back to normal.” That framing is exactly what we’re trying to undo.
- Medical claims. Never “treats,” “cures,” “heals,” or “fixes” any condition. Kiwi supports comfort and relaxation, and that’s as far as the language goes.
- Timelines and promises. No “pain-free in X weeks,” no guaranteed results.
- “Just relax” energy. She’s heard it from everyone. We exist because it isn’t advice.
- Fear or shame hooks. Never scare her about her body to earn a view.
- Scar or internal use before healing. Any mention of scar-area massage or insertion needs the line “once fully healed and cleared by your provider.”
The practical stuff: you’re sharing your experience, not medical advice — we handle the comments and any clinical questions on our feed. If you also post the video on your own channel, disclose the partnership there (#ad or your platform’s paid-partnership label). And keep visuals inside Instagram and TikTok’s rules: showing the product and demonstrating on hands or over clothing is fine.
Start from a memory
The videos that work don’t sound like a brand. They sound like a friend who finally said the thing out loud. So before you script anything, sit with these questions for a minute. Whatever comes up is probably your video.
- What do you wish someone had told you — before birth, at the six-week visit, or six months in?
- When did you feel most unlike yourself? What did that actually look like on an ordinary day?
- What did you not say out loud at the time — to your partner, your provider, your group chat?
- What was your first small win on the way back to feeling like you? The smaller and more specific, the better.
- What’s a phrase you actually used back then, in a text, a journal, a 2 AM search bar?
The specific details are what stop the scroll: the kitchen, the group chat, the exact words you typed into Google. And if you haven’t lived this chapter yourself, don’t fake it. Tell it through someone you love, with their blessing, or just be honest that you’re learning.
A few hooks to riff on
Take one word-for-word if it genuinely sounds like you, though rewriting it around your own story will almost always do better. On a feed, the first line decides whether someone keeps watching — so open with the realest thing you’ve got.
If you want the facts first
These were written with pelvic health experts. Good background before filming, so the details in your video hold up.
- Post-Baby Sex: Why Does It Hurt? Why it hurts, in plain language
- An Expert’s Top 7 Tips for Postpartum Sex Seven practical tips from an expert
- What to Expect at Your Postpartum Visit What the six-week appointment covers, and what it doesn’t
- Postpartum Pleasure On finding your way back to pleasure