Moms Need More Than a Thank-You This Mother's Day, Says Powerful Ad

MullenLowe L.A.'s plea for March for Moms

Plenty of brands are thanking moms this Mother's Day. And indeed, thank-you's have been at the core of some of the most high-profile advertising tributes to mothers for years now.

But this year, that's not enough, according to a powerful spot created for March for Moms by MullenLowe L.A. The 60-second piece captures the daily pressures that mothers are dealing with during Covid-19, and calls for donations to help fund the group's advocacy efforts.

See the video here:

Let's Help Mom

"As an industry, we've propagated stereotypes and traditional gender norms while ignoring some of the very real issues that affect moms and families," says Concepcion. "Our goal with this project was to show the authentic, raw impact that the pandemic has had on moms. We partnered with March for Moms in hopes that people will use this as an opportunity to create lasting change."

March for Moms has been vocal about the needs of mothers—particularly, pregnant and birthing people—who are facing an increasingly challenging situation in a healthcare system under unprecedenced strain from the coronavirus.

"Even before the pandemic hit, our country was one of the most dangerous in which to give birth. Now, pregnant and birthing people, and those who care for them and support them, are more vulnerable than ever as healthcare systems and clinicians are prioritizing patients with Covid-19, prenatal and postpartum care is being limited, and visitation and labor support professional policies are changing to allow one or no people to accompany birthing people," Katie Shea Barrett, executive director of March for Moms, said in March.

"During these uncertain times, we must continue to be strong advocates for the support and dignity of mothers. This moment presents us with an opportunity to be creative about how we approach meaningful policy change for the mothers and families who now, more than ever, need our support."

CREDITS

MullenLowe US
SVP Group Creative Director: Barton Corley
VP Group Creative Director: Jeff Beberman
Senior Copywriter: Gloria Concepcion
VP Head of Integrated Production: Kate Hildebrant
Broadcast Producer: Katie Frank
Managing Director: Javier Passerieu
SVP PR Director: Erica Samadani
Senior Analyst: Hannah Stoppelmann
Project Manager: Leigh Daniels
VP Director of Business Manager: Davina Turnball

Editorial Company: Yeti Productions
VP, Executive Content Producer: Aubrey Hayden
SVP Director of Editorial: Emile Doucette
SVP Director of Editorial: Jessica Phearsome

Audio Company: Lime Studios
Sound Designer: Michael Anastasi
Assistant: Kai Paquin
Executive Producer: Susie Boyajan

Music Company: BMG Music

Special thanks to:
Masses Content
Getty Images
Stocksy
Shutterstock
Martin Donozo
Nicolás Castillo
Adriana Oyarzun
Ariel y Sebastían Vocalino
Altered L.A.

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Tim Nudd
Tim Nudd is editor in chief of the Clio Awards, editor of Muse by Clio, and host of the podcast Tagline. Previously, he was creative editor at Adweek.

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