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. Though working moms tend to suffer torments for spending some time away from their children, there’re no scientific proofs it affects their kids in a bad way. On the contrary, there are many reason why a working mom is really cool. This book is based on such moms’ stories - the moms who are easily building Lego castles doing confcalls or can manage 10 conversations on a baby stroll.
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).
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.
This professional campaign titled 'Advertising Moms' was published in Russia in March, 2020. It was created for the brand: Advertising Moms, by ad agency: Possible. This Integrated medium campaign is related to the Media and Public Interest, NGO industries and contains 1 media asset. It was submitted over 2 years ago by Alexandra Kozachok.
Advertising Agency: Possible, Moscow, Russian Federation
Developer: Lucky Site
Digital Director: Alisa Zadorozhnaya
Creative Director: Maryam Akhunova
Art Director: Igor Smirnov
Head Of Digital Production: Sergey Mikhaltsov
Digital Producer: Maria Vorobieva
Illustrator: Polina Parygina
Clinical Psychologist, Cognitive Behavioral Therapist: Alina Kostova
Directed by: Mikhail Gasimov, Alyona Morozova
Titles: Maryam Akhunova