Point of Sale
To continue raising awareness, we redesigned maltesers' packaging to include lighthearted quotes from hundreds of real working mums.
MARS
MOTHERLOVERS
Some say "It takes a village to raise a child" but modern motherhood often lacks the support of those around us. Maltesers wanted to raise awareness on this issue and create a silent army of total Motherlovers to lighten the load of working mums. Ensuring that the campaign was rooted in real experiences and leveraging the iconic Maltesers tone of voice, we turned real stories into celebrations of the everyday heroes who.
Outdoor
Advertising
We filled the streets with heroic portraits of proud Motherlovers to celebrate their kindness and remind everyone that a when it comes to working mums, a little kindness works a mile.
Social Media
And filled all social channels with uplifting messages tailored to employers, colleagues, partners, friends and family of the working mums - as well as the mums themselves - to encourage everyone to help lift the load.
Microsite
All the assets directed viewers to the website where they could find help, especially designed for each demographic, on how to help working mums.
