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M&C Saatchi London Tells Mums They're Grounded This Mother's Day


Agency creates e-cards urging mothers to self-isolate or practice social distancing in the wake of coronavirus

M&C Saatchi London Tells Mums They're Grounded This Mother's Day

M&C Saatchi is launching a range of e-cards to encourage people to stay at home and share their love virtually this Mother’s Day, as people take action to protect themselves and others from the coronavirus.

With many being asked to self-isolate or practice social distancing, M&C Saatchi wanted to create something to encourage people to avoid unnecessary social contact – even with their closest family members.

The Mother’s Day e-cards flip conventional family relationships on their head and feature language traditionally used by parents talking to their children, with lines including ‘I don’t care if everyone is doing it. You’re not everyone’ and ‘Why? Because I said so'. Each execution features the playful hashtag #mumisgrounded.

The e-cards are available on M&C Saatchi’s social channels.

Camila Gurgel, senior copywriter, M&C Saatchi, said: “A lot of people are still planning to get together with their families this Mother’s Day, ignoring how dangerous unnecessary contact can be. We wanted to do our bit to ensure people are staying home and sharing their love virtually.”