This heart-tugging Mother’s Day ad calls attention to inequities laid bare by the coronavirus

MullenLowe L.A.'s 'Team Mom' created the PSA for advocacy group March for Moms in under five days

Published On
May 08, 2020

Editor's Pick

It’s no news that the demands on working moms only continue to grow as they try to manage their job and family. The U.S. Labor Department’s latest annual American Time Use Survey found that in this country, women spent more hours on the job and caring for their loved ones in 2018 than previous years. And now, the coronavirus has likely magnified that burden. 

A new PSA from advocacy group March for Moms calls attention to their pandemic plight with everyday scenes of mothers trying to hold down the fort as the demands on them grow. Their faces reflect resolve, frustration, exhaustion, pain, despair, joy and despair as they go through the rituals of parenting—cooking, feeding, comforting, disciplining and even giving birth. 

Superimposed on each vignette are lines of copy that “label” the moms through their worries. There’s the “I’m trying to do it all” mom, the “sorry I’m ignoring you” mom, the “please don’t hate me” mom, the “I’m afraid to get her sick” mom, the “I haven’t slept in days” mom and more.

Beware if you’re a mother trying to do the balancing act right now, as there's likely a scene or two that will choke you up. 

The film calls on viewers to join March for Moms, donate or take action to advocate for meaningful policy change supporting the well-being of mothers.

“As an industry, we’ve propagated stereotypes and traditional gender norms while ignoring some of the very real issues that affect moms and families,” said Concepcion in a statement. “Our goal with this project was to show the authentic, raw impact that the pandemic has had on moms. We partnered with March for Moms in hopes that people will use this as an opportunity to create lasting change.”




May 08, 2020
SVP Group Creative Director :
Barton Corley
VP Group Creative Director :
Jeff Beberman
Senior Copywriter :
Gloria Concepcion
VP Head of Integrated Production :
Kate Hildebrant
Broadcast Producer :
Katie Frank
Managing Director :
Javier Passerieu
SVP, Director of PR :
Erica Samadani
Senior Analyst :
Hannah Stoppelmann
Project Manager :
Leigh Daniels
Editorial Company :
Yeti Productions
VP Executive Content Producer :
Aubrey Hayden
SVP Director of Editorial :
Emile Doucette
SVP Director of Editorial :
Jessica Phearsome
Audio Company :
Lime Studios
Sound Designer :
Michael Anastasi
Assistant :
Kai Paquin
Executive Producer :
Susie Boyajan
Music Company :
Special Thanks :
Masses Content
Special Thanks :
Getty Images
Special Thanks :
Special Thanks :
Special Thanks :
Martín Donozo
Special Thanks :
Nicolás Castillo
Special Thanks :
Adriana Oyarzun
Special Thanks :
Ariel y Sebastían Vocalino
Special Thanks :
Altered L.A

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