Maltesers is continuing to support mothers by spotlighting the issues and challengers that mums can face in the workplace with its new ‘Motherlover’ campaign.
Devised in collaboration with London agency AMV BBDO, the campaign looks to leverage the confectionery brand’s strong platform to illustrate how people can best step up to the plate and help working mums.
Research by Maltesers shows that despite improved equality, 55% of working mums require more help from employers and colleagues to achieve a genuine balance.
The creative will be centred around 10 key messages designed to highlight the roles that different communities can play in ‘lightening the load’ for working mums.
“Whilst becoming a parent drastically changes a woman’s life, the expectations and structures at work and home aren’t changing quickly enough – and too often the onus is on the women to fix “women’s issues”,” Maltesers UK brand director, Leah Dyckes said.
“We must, therefore, shift this dynamic by asking everyone around women to step up, to show empathy, and do what they can as allies to lighten their load.”
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Running across online video, social media, out-of-home and audio, ‘Motherlover’ will also be supported by in-store executions across 10m Maltesers packs carrying real messages from mums about how to lessen the load.
The campaign’s launch will also see the Mars-owned firm embark on a new partnership with the ‘Peanut’ app to create an online community to connect women through all stages of motherhood.
AMV BBDO creative Julia Merino added: “We needed to ensure that the campaign was rooted in real experiences, advisory and research. We worked with The Outsiders to develop a thought-provoking white paper that highlighted the realities of being a working mum.
“Leveraging the iconic Maltesers tone of voice, we turned these stories into celebrations of the everyday heroes who lighten the load of working mums.”
She continued: “Humour is an under-utilised emotion that has the power to reach those who might not otherwise engage with a topic like this. As a working mum myself, I hope this campaign inspires people to think how they can better support the working mums in their lives”
