Just in time for Mother’s Day, FCB Mexico launched a campaign that beautifully captures – and raises awareness of – the situation that many working women face in striving to be both a great professional and a great mum. The launch spot, called 'Daughter,' was developed for Victoria147, the first and only institute in Mexico that certifies workplaces in gender equality.
The story of the institution’s founder, Ana Victoria García, is captured in the film. The objective of this campaign, which launched last week, is to invite corporations to certify their workplaces in gender equality and to stop ignoring the pain points of working mothers. The campaign hits its peak in the days immediately preceding Mother’s Day, when more stories will be launched of working women who are mums. This is a social media driven campaign.
The campaign is unique in that it takes a different angle versus the usual Mother’s Day ad buzz, which tends to focus heavily on mothers and commercialism.
The target is women who can put pressure on their workplaces or other companies to address the issues many working moms face (office hours, home office, flexibility), as well as companies that haven’t considered a gender equality certification to increase their productivity through the well-being of their executives, who happen to be moms. On a macro level, the target is everyone, because redesigning the world is everyone’s task!