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WARC’s Chiara Manco looks at brands that earned awareness and loyalty among mothers through relevant and helpful communications.
According to a recent UK study looking at family dynamics under lockdown, it is mothers who face the most pressure in the struggle to balance work and family life. Working in sectors more likely to be affected by lockdowns and often bearing the brunt of domestic chores and childcare, mothers ‘take on the mental load’ of both work and home life.
Now more than ever, mothers will appreciate brands that support them and make life easier for them. Here, we look at brands that have invested in empathetic communications that added value to mothers’ lives, whether by offering tangible help or expressing appreciation.
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A BBDO Japan campaign for Johnson & Johnson s Band-Aid brand has won a grand prix in the Warc Media Awards for 2020.
The award came in the Effective Channel Integration category for Job-Hunting in Sneakers , a multiplatform campaign created to appeal to younger consumers by calling for the right to wear comfortable footwear to job interviews.
Three other grand prix awards went to MediaCom Connections Tel-Aviv and Stern Ariely Saar PR for work on behalf of Pantene (Effective Use of Tech), MullenLowe US for work for Nuveen (Effective Use of Partnerships and Sponsorships), and Manning Gottlieb OMD in the UK for work for Specsavers (Best Use of Data).