Adaily Inspiration Week #19: Appreciating mothers
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For this week we chose campaigns for “appreciating mothers” campaigns. Below you can find our 5 picks, but if you want to see more just click direct link to query » HERE «
1. “Rockin’ Mamas” - Rolling Stone’s
Rolling Stone did a "Rockin’ Mamas" campaign using real mothers as protagonists to celebrate and highlight the challenges they faced during the pandemic.
VMLY&R Italy • 2022 • Media outlet • Italy • Europe
Challenge
The challenge of this campaign was to highlight the significant role that mothers played during the pandemic and to bring attention to the unequal distribution of childcare and household responsibilities. The campaign aimed to change societal perceptions and recognize mothers as the true "rock stars" of everyday life. It also aimed to raise awareness of the issues that Rolling Stone covers beyond music, promoting equality and inclusion.
Target Group
The target group of the "Rockin' Mamas" campaign by Rolling Stone was the general public, with a specific focus on individuals who appreciate and support equality, inclusion, and the representation of underrepresented communities. The campaign aimed to reach people who value and acknowledge the important role of mothers, particularly during the challenges of the global pandemic.
Idea
The main idea of the "Rockin' Mamas" campaign by Rolling Stone was to celebrate and honor mothers who faced the challenges of the pandemic by taking on multiple roles, including working remotely, homeschooling, and managing household chores. The campaign aimed to highlight the resilience and strength of these "rockstar" mothers and raise awareness of the issues they face.
Results
The results of the "Rockin' Mamas" campaign by Rolling Stone were highly positive. The campaign garnered significant attention and generated widespread awareness of the challenges faced by mothers during the pandemic. The 90-second film, directed by Ali Ali and featuring real mothers as protagonists, resonated with audiences and effectively conveyed the message that mothers are the unsung heroes of everyday life. The campaign successfully showcased the magazine's commitment to promoting equality and inclusion by highlighting the stories and struggles of underrepresented communities. Overall, the "Rockin' Mamas" campaign was successful in celebrating and honoring mothers while also driving awareness of important issues beyond music.
Links
2. “Mother Blanket” - Fundacion Vivir & CCPDA
Ogilvy Colombia did a campaign using the Mother Blanket, a innovative twist on the traditional Andean Sikinchi, to help save lives in isolated communities in the Ecuadorian Andes.
Ogilvy Colombia • 2022 • NGO - health • Colombia • LATAM
Challenge
The challenge of this campaign was to address the issue of chronic undernourishment among children in isolated communities in the Ecuadorian Andes. These children have limited access to medical care and suffer from a lack of proper nutrition. The goal was to find a creative solution to provide these children with the necessary medical information and support to improve their health and well-being.
Target Group
The target group of this campaign was mothers living in isolated communities in the Ecuadorian Andes who have children suffering from chronic undernourishment.
Idea
The main idea of the campaign was to address the issue of chronic undernourishment in isolated communities in the Ecuadorian Andes by creating the Mother Blanket, a traditional Andean textile with the OMS Healthy Growth chart directly sewn into the design. This was done to provide mothers with an easily understandable way to monitor their children's growth and nutritional needs, ultimately aiming to save lives.
Results
The Mother Blanket campaign by Ogilvy Colombia resulted in significant positive outcomes. The initiative reached over 300,000 children living in isolated communities in the Ecuadorian Andes and helped address chronic undernourishment in these areas. By incorporating the OMS Healthy Growth chart directly into the design of the blanket, mothers were able to easily understand and monitor their children's growth. This innovative approach empowered mothers to take better care of their children's health. The campaign garnered attention and praise for its creative solution, which not only provided warmth and security but also served as a tool for promoting child well-being.
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3. “Ready Player Mom” - Enterogermina
Sanofi’s Enterogermina did a campaign called "Ready Player Mom" using influencers' mothers to infiltrate their children's livestreams and raise awareness about healthy eating habits in the gaming community.
MRM Spain • 2023 • Medicines • Brazil • LATAM
Challenge
The challenge of the "Ready Player Mom" campaign was to educate children and young gamers about the importance of gut health and healthy eating habits. The campaign aimed to highlight the threats of typical "gamer diets" and raise awareness about the benefits of probiotics. To achieve this, the campaign needed to find a creative and engaging way to capture the attention of the gaming community and deliver its message effectively.
Target Group
The target group of the campaign was parents, specifically mothers, who have children that are avid gamers. The campaign aimed to raise awareness among parents about the importance of gut health and healthy eating habits for their children.
Idea
The main idea of the "Ready Player Mom" campaign by Sanofi's Enterogermina was to educate children about the importance of gut health and healthy eating habits by having their mothers infiltrate their virtual gaming worlds and engage with them during livestreams. The campaign aimed to highlight the threats of typical "gamer diets" and raise awareness among the gaming community in Brazil, which is one of the largest gaming markets in the world.
Results
The results of Sanofi's "Ready Player Mom" campaign were highly successful. The campaign generated significant brand awareness, reaching a large audience through livestream platforms like Twitch, YouTube, and TikTok. The surprise appearance of the mothers in their children's virtual gameplay garnered attention and engagement from hundreds of thousands of viewers. This helped in conveying the message of the importance of gut health and healthy eating habits to the gaming community. The campaign effectively highlighted the threats of typical "gamer diets" and educated both parents and children about the benefits of probiotics. Overall, the campaign achieved its goal of raising awareness about Enterogermina and promoting digestive health in a creative and memorable way.
Links
4. “Mother's Week” - Facebook
Portal did a #MothersWeek campaign using real moms to celebrate and highlight the diverse experiences of motherhood.
RPA Santa Monica • 2021 • B2C app • Cross-country • Global
Challenge
The challenge of this campaign was to create an organic social campaign that acknowledged the realities of motherhood and provided a platform for moms to share their stories and experiences. It aimed to include a diverse range of moms, including LGBTQ+ parents, new moms, grandmothers, moms with C-sections, adoptive moms, and more. The goal was to educate, empower, and create a safe space for moms to open up the conversation about motherhood-related topics and to make moms everywhere feel seen and appreciated.
Target Group
The target group of this campaign was mothers of all backgrounds, including LGBTQ+ parents, new moms, grandmothers, moms with C-sections, adoptive moms, and more. The campaign aimed to acknowledge the realities of motherhood and create a safe and inclusive space for mothers to share their experiences and connect with others.
Idea
The main idea of this campaign was to acknowledge the realities of motherhood and create a safe space to open up conversations about various aspects of motherhood through the use of real, everyday moms. The campaign aimed to empower and support moms, including LGBTQ+ parents, new moms, grandmothers, moms with C-sections, adoptive moms, and more by showcasing their experiences and providing a platform for them to share their stories. The goal was to make moms feel seen, appreciated, and understood while generating organic engagement and support from diverse brands and audiences.
Results
The #MothersWeek campaign by Portal achieved significant results without any paid media. It delivered 7.7 million impressions and garnered over 1 million video views, showcasing the success of the organic social campaign. The campaign also saw an impressive 40% overall follower growth for Portal. Moreover, the campaign generated overwhelming support from diverse brands such as Diet Coke, Jeni's Ice Cream, Kindbody, Tidal, Pocky, Anthropologie, and Belly Bandit, among others. These brands rallied behind Portal's initiative to acknowledge and appreciate moms, leading to organic shares and increased brand engagement.
Links
5. “Share the Love” - Pampers
Pampers did a "Share the Love" campaign showing moms they deserve unconditional love.
McKinney Durham • 2020 • Personal care • United States • North America
Challenge
The challenge of the campaign was to build a stronger emotional connection with new moms who prefer culturally relevant brands that understand and resonate with them. The goal was to address the common worry among mothers that they aren't doing a good enough job and to show them that they deserve the same unconditional love they give their babies.
Target Group
The target group of the "Share the Love" campaign was new moms who prefer culturally relevant brands that resonate with their personal identity and experiences.
Idea
The main idea of the "Share the Love" campaign was to build a greater emotional connection with new moms who prefer culturally relevant brands by showing them that they deserve the same unconditional love they give their babies. The campaign aimed to alleviate the common worry among moms that they aren't doing a good enough job, ultimately helping them feel understood and supported by Pampers.
Results
The "Share the Love" campaign achieved significant results, with 924 million video views and 10 million likes, comments, and shares. Additionally, it exceeded its 2020 campaign goals within 72 hours, helping millions of moms feel understood and supported by Pampers, resulting in a 14.3% year-over-year increase in mothers feeling a connection with the brand.
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