Tesco Mobile has launched a new OOH campaign that aims to make Mother’s Day more inclusive.

The campaign, devised by creative agency BBH London, encouraged the public to call their mum on Sunday 30 March.

It included targeted executions based on popular terms used for mum, such as Ummi, Ma, Mam, Maw, Maa, Ammi, Mā, Mom and Mama.

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Gen Gransden and Selma Ahmed, creative directors at BBH, said: “Yeah, you could send your mum a card but a conversation means so much more – this is a nice little reminder to pick up the phone.”

The campaign aimed to remind people that even if they don’t celebrate Mother’s Day, a “simple call to their mother is enough”.

This comes after the brand launched its ‘It pays to be connectedʼ creative platform, which was also devised by BBH London.