In June 2023, a catalogue from Terry White Chemmart (covering items on sale from 1–20 June) included a page titled “A family affair” promoting vaccination.
The text stated:
“The birthing parent is the most important person in the family to be vaccinated.”
This wording replaces the clear and widely understood term “mother” with a clinical alternative that many in the community find unnecessary and alienating.
For women, motherhood is not simply a biological function but a significant social and personal identity. Replacing familiar language with abstract terminology risks reducing clarity in public health messaging—particularly in areas such as pregnancy and maternal care, where clear communication is essential.
Community response
A member of Women Speak Tasmania contacted a regional pharmacy where the catalogue was displayed to raise concerns about the language used.
The pharmacy responded by removing the remaining copies of the catalogue from display.
This demonstrates that community feedback can have an immediate impact.
Why this matters
Language in healthcare should prioritise: clarity, accessibility and trust
“Replacing ‘mother’ with clinical terminology risks diminishing the social and human reality of motherhood.”
Terms like “mother” are widely understood and directly relevant in medical and public health contexts. Replacing them with unfamiliar or technical alternatives may create confusion rather than inclusion.
Conclusion
This case shows that public messaging is not fixed. When community members raise concerns, organisations do respond.
Women Speak Tasmania will continue to advocate for clear, accurate, and respectful language—particularly where it affects women’s health and wellbeing.