Save the Children Highlights Child Mothers in Hard-Hitting Mother's Day Campaign
A Dark Twist on This Weekend's Celebration
May 11, 2017
Save the Children is using U.S. Mother's Day this year to highlight child pregnancy, creating a hard-hitting website that suggests gifts for "Child Mother's Day."
The site, created by JWT New York, is styled like a traditional gifting site and portrays a range of "gifts" suitable for a 12-year-old pregnant girl, including chocolates to help feed her and her children, a teddy bear to cuddle on nights hiding from her abusive husband and flowers to help brighten her bleak existence.
Visitors can click to donate the "price" of the item (all are $5.99, the price of an average Mother's Day card) to Save the Children in order to help child mothers. Delivery notes read: "Your donation can deliver child mothers from harm and give them their childhood back."
The site is supported by a social campaign to drive engagement and awareness online.