VOICE OF MUMS
70 REAL MUMS, 100 UNPREDICTABLE BABIES & 2 NURSERY RHYMES.
THE WORK
The perfect depiction of mothers in advertising is often an unreachable and unrealistic ideal, one which leaves actual mums feeling like they're not living up to expectations. Cussons Mum & Me pride themselves on creating products for mums and babies that are designed with the help of real mums. What better excuse to let real mums everywhere share their voice. Gathering true mum insights we rewrote two well-loved nursery rhymes, to rely a side of motherhood that's rarely seen in advertising. Over the course of five days, we filmed 70 mums and over 100 ever so unpredictable babies. A creative challenge where the casting became the shoot and collective of mothers from all walks of life, helped conceive, bring to life the #voiceofmums campaign and shatter an advertising myth.
PHOTOGRAPHY
Each mum was photographed in the moment. Nothing staged and no painting out of imperfections or blemishes. Simply portraits capturing the true beauty of motherhood.
MEET THE MUMS
CAMPAIGN WEBSITE
In addition to the release of the films on YouTube, a social strategy was put in place to engage mums further. Inviting them to speak frankly about their motherhood experiences and submit their own nursery rhymes using #voiceofmums. All activity was aggregated on a wall of mums microsite.
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