Reaching out has become increasingly difficult, as people have grown blunt to distant misery. So for Mothers Day, we brought misery closer to our everyday life. We engaged ten celebrity moms and their children, and together we transformed their adorable reality into an alternate one.
OnMothers Day we force-fed the campaign into Instagram’s typical Sunday-stream of happiness, with alternative reality posts from children we follow and know and like.
We generated 10 million contacts, engaging the entire target group and beyond and had them discuss the core issue of the 100 million children living in poverty. All in the spirit of #GuiltTripSunday, #MothersDay and #SOSChildrensVillages