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What If Women Had to Quit Their Jobs as Mothers in Order to Work?

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This FCB Milan campaign for Moms Don’t Quit sees mothers read resignation letters to their children

What If Women Had to Quit Their Jobs as Mothers in Order to Work?
What if women had to quit their jobs as moms in order to work? For decades in Italy, employers have forced newly hired women to sign blank resignation letters to be used in case of pregnancy, making them choose between maternity and work.
 
Just in time for Mother’s Day, FCB Milan’s new campaign, “Moms Don’t Quit,” for Corriere della Sera, features real mothers reading resignation letters to their children. The reactions of the children, combined with the desperation of the mothers, discredit the notion that “a woman who works can’t be a mother too,” showing how this is both harmful and futile. “Moms Don’t Quit” seeks to create a new model of working motherhood in Italy in which the two are no longer mutually exclusive.


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Client

Brand: Moms Don't Quit

Production Company

CEO : Monica Riccioni

Director: Maria Guidone

Executive Producer: Danielle Joujou

Producer: Arianna Messina

Production Company: Think Cattleya

Creative Agency

Art Director: Fabio Mazzuchelli, Cristiano Maifrè

Copywriter: Gianluca Belmonte, Michele Vicari

Creative Agency: FCB Milan

Executive Creative Director: Fabio Teodori

Executive Producer: Cristina Nardi

Group Account Directors: Paola Brunati

Head of Planning: Susanna Revoltella

Managing Director: Giorgia Francescato

Strategic Planner: Paolo Costella

Associate Creative Director: Gianluca Belmonte

Genres: People

Categories: Associations, Corporate, Social and PSAs

FCB EMEA, Fri, 05 May 2017 08:45:33 GMT