Brand campaign encourages non-judgment and gratitude to mothers who help each other in this very special moment in the lives of all women
Another show in the art of honoring moms. What about the Johnson’s campaign? Nothing, just feel.
One of the great challenges of motherhood today is to make everyday life lighter and, above all, empathetic. With this narrative, and expanding to the necessary care throughout the maternal journey, Johnson’s launches its new Mother’s Day campaign, entitled #DeMãePraMãeJohnsons. The concept, created by SUNO United Creators, invites mothers to thank other mothers: don’t say congratulations, thank a mother. It is available in 30- and 15-second films on online platforms such as YouTube, META and TikTok nationwide.
The main video of the campaign shows a mother reflecting on different women who supported her in different situations during motherhood, while bathing her baby. The main message is brought in the form of gratitude for the character. Initially, she thanks her own mother for helping her with her children, but she also goes on to thank all the mothers who are part of her daily life, highlighting how maternal love is present in different places.
History recognizes the importance of the most diverse forms of mothering, without distinguishing what is right or wrong. The campaign ranges from mothers who are on-line 24 hours, present to each other to talk about their daily lives, even mothers who recognize each other in public places and understand their difficulties without judging them.
“We will go far beyond a network of thanks with this campaign. We are creating a support and non-judgmental network, generating a positive feeling related to mothering, which is usually loaded with so much blame, absolute truths and value judgments. We want to bring love and mutual support above anything, with more lightness in this special and remarkable role in women’s lives. We hope that consumers feel embraced this Mother’s Day, recognizing all the moments of this beautiful journey”, explains Daniela Campello, head of Mmarketing of baby care brands Johnson & Johnson Consumer Health.
The brand invites consumers to expand this network of thanks and mutual support, suggesting posts on their social networks pointing out who they would like to thank at that moment, setting the hashtag #DeMãePraMãeJohnsons. To increase engagement, Johnson’s also brings to this conversation a team of influencers and content creators, with a strategy designed by Spark, who will produce content stimulating these conversations with a focus on the TikTok platform. The main names are Lore Improta, Andressa Reis, Giovanna Bichels, Gabi Coletti, Samantha Marçal, Lilian Lopes, Viih Rocha, Zoo and Adapted Family.
Watch the campaign video below and get excited.
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Johnson’s post extols empathy and gratitude to other mothers appeared first on ADNEWS.
