These U.K. Mother's Day cards tell moms they're grounded

M&C Saatchi effort comes as U.K. government urged people not to visit elderly parents in pandemic

Published On
Mar 23, 2020

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As U.K. Prime Minister Boris Johnson urged people not to visit elderly parents on U.K. Mother's Day this weekend amid the coronavirus pandemic, a range of e-cards, created by agency M&C Saatchi, reflected the sentiment. 

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.




Mar 23, 2020
Agency :
M&C Saatchi-London
Senior Copywriter :
Camila Gurgel
Senior Art Director :
Ieva Paulina

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