The e-cards, available on the agency's social channels, flip conventional family relationships on their head and feature language traditionally used by parents talking to their children, with lines including "I don’t care if everyone is doing it. You’re not everyone" and "Why? Because I said so. That's why." Others urge mothers to "stay home, don't let guests in and wash your hands" and say, "Now it's my turn to keep you safe."
Each execution features the hashtag #mumisgrounded.