The Campaign

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Results

THE CHALLENGE > Being a mum is fraught with choice. When you become a mum, everywhere you turn, there is an opinion, a choice or a style of motherhood deemed 'right'. And the pressure for being a perfect mother is intense. THE OBJECTIVES > Relieve this pressure on Mums. Give them a moment of confidence. Someone needs to remind mums that in the end, the things they do for love are what really matter and that the love they put in matters much more than doing it with perfection. THE STRATEGY > What you do for love matters most no matter what the outcome. In the end, that's what truly matters. Simple things, everyday things, and really, the things, which in the end matters most. THE EXECUTION We created a documentary of two real mothers on their way to meet their sons. One son is an astronaut while the other one is a prisoner. By standards of society, one a success and the other a failure. But both mothers, share the same doubts and regrets while raising their sons. Both, like every loving mother, believe they could have done some things better. Their sons, on the other hand, reflect on nothing but their mothers' love and all the things they did. The twist in our storytelling is the juxtaposition of the four characters and their voices, while not revealing who's the mother of whom till the end. This way, our viewers see no matter what the outcome (what their sons are doing) both mother have the same doubts while all their sons reflect is the love they received. Thus reinforcing that all that matters in the end is the love moms give and not the endless pursuit of 'perfection' as defined by society, books etc.

We aired the documentary on television using targeted media strategy aimed at getting maximum eyeballs amongst mums.

Our documentary was a first of it's kind which championed what moms do for love. Rather than showing super successful mothers doing all the perfect things. Which eventually adds more to the pressure. We showed real mothers, real responses in a real situation. Our campaign found instant resonance within our target group. Finally, there was a brand which championed all the things moms do for love. Our film was widely shared, liked and talked about across social media channels.