Role: Concept / Strategy / Copy / Project management
The brief:
SheSays, the only global creative network for women, wanted to make some noise around Mother’s Day.
The insight:
Statistics show that, depressingly, working mothers are 18% more stressed than everyone else. If you have more than one child, that figure shoots up to 40%. Well, duh. Raising a human (or humans) while trying to find that mythical work life balance can be exhausting, especially in a male-dominated industry that runs on last minute deadlines and manic energy.
The idea:
Mother’s Day is a chance for everyone to celebrate the wonderful job women do in parenting. We forget that so many of those women also have a paying job and somehow manage to juggle both brilliantly. So on a day where mums are being lauded for their child-rearing skills, we wanted to shout about to our ad mums for their skills in the boardroom and on the creative floor, so they could felt seen and supported by their peers.
We commissioned a collection of completely different, brilliantly creative female illustrators to each create a Mother’s Day card, acknowledging a different skill and life stage with insightful and quirky copy. The cards were then printed and available to buy through social media and the SheSays website. To launch the campaign, we selected key figures in the advertising world, who also happen to be mums, and sent them a handwritten card with the details of the campaign, along with an emailer that we sent around various agencies, urging them to show their staff of mums a bit of love.
example copy:
You’re one in a million for smiling politely at clients when your morning sickness makes everything smell like bin.
You’re brilliant for finding that excellent insight while drowning in messages from the NCT whatsapp group.
Thanks for reviewing our copy even though your toddler has forgotten how to sleep.
You’re the best for leading that conference call while your whole house has the lurgy.
Well done for presenting that pitch so brilliantly with baby food in your hair. (Only you knew, we thought you looked great.)
Well done for nailing that big idea even though you were up all night pouring pureed vegetables into stupidly tiny weaning pots.