Advertising moms Possible Group
Task
Most children books show moms as housewives, whereas in real life third of Russian moms get back to work when their kids get 18 months, and the moment they get 3 years old 90% of moms are employed. The long-term goal was to support moms who work in advertising and help them feel less guilty for leaving their kids at home. The tactical one - to congratulate our clients and partners with the International Women’s Day and Mother’s Day.
Ideas and solutions
Admoms.ru is a digital version of the book. The project goal is to show kids that’s moms have and love their jobs too. It’s dedicated to those who prove it’s okay to do kids and work and the same time, however guilty or stressed it might feel. The website shows 11 kids telling about their moms and what they do - in their own words. Starting from brand manager moms and finishing with a mom from Purchase (you must know one). To get more real stories we launched a hashtag on Instagram and highlighted these stories on our website. The story was supported by the media, the average time on the website was 3 minutes and we got plenty of books ordered, but most importantly we had moms sharing their stories and we had a psychotherapist joining our team to share tips on how to get rid of all the guilt your work might bring.
