Atypical mother? What entity is this? Does it bite? No, but don’t deny our children’s rights. In that case, maybe we’ll actually bite, okay? Are we present in the media on Mother’s Day?
Atypical mother is one who has children with some type of disability. They are also the ones that are rarely praised in advertising campaigns, even in the advertisements of this day dedicated to motherhood. Nobody knows if they bite and they accompany such a minority of people with disabilities.
Minority? See the data below and reflect:
In Brazil, according to the 2020 Census, there are more than 46 million people with some type of disability. Approximately 24% of the Brazilian population.
The columnist who speaks is an atypical mother. Since 2017, when the Manu, my beautiful girl with Down syndrome arrived and shook my whole life. remember on here my article on International Down Syndrome Day.
“They say we are warriors, but we are mothers just like all mothers and we fight for the rights of our children. People don’t realize it, but when they say we are warriors or chosen by God we are being dehumanized. We are mothers who want the best for their children. That’s about it!” – Carla Schultz
I’m always on the lookout for campaigns and brands that feature people with disabilities, and this week in particular, I tried to find campaigns that feature atypical mothers. See below 03 campaigns that include atypical mothers:
O Bank of Brazil with the campaign I can’t imagine a better mother has a film on open and closed TV, in addition to several digital pieces and social networks signed by the agency Lew’Lara/TBWA. In the OOH campaign they illustrated some faces with an atypical mother with her son who has Down syndrome including diversity in this week’s agenda.
“We ceded the rights to Rafa’s image to a bank of images and we are not paid for them, as it is a cause that we are very involved in and we believe in it. We have already participated in campaigns for other brands and we were very happy to see brands giving us a voice” – Gisely Iacono, atypical mother of the Rafael 6-year-old who has Down syndrome and is present on Banco do Brasil’s digital panels.
A Pintadinha Chicken, through her social networks, she decided to give a voice to atypical mothers who are not welcomed and usually do not appear in advertisements that celebrate the date.
The campaign Atypical Mother’s Day has the participation of three real atypical mothers with children diagnosed with Autism Spectrum Disorder (ASD), Chromosome 21 Trisomy (Down syndrome) and Cerebral Palsy. In the campaign, they talk about the challenges, pains and loves of motherhood. Atypical mothers represented and present. Thank you Chicken!
“I was very happy to participate in this campaign, as I rarely see myself represented in advertising. I think representation in society is important and necessary and publicity helps to change that stigma from warriors to simply mothers!” – Regina Bissolli, campaign participant and mother of Carolina 4-year-old who has Down syndrome.
Mother’s Day Special – Atypical Mothers: Galinha Pintadinha
JBL launched the #nopassinhodaJBL campaign with a focus on Generation Z mothers, including an atypical mother with her daughter with Down syndrome, naturally included in the commercial. A great example of inclusion and diversity in advertising.
Unfortunately, atypical mothers, as well as people with disabilities, are still far from the advertising agenda. Although brands are starting to look more often at diversity, there is still a long way to go.
Brands, remember that there are more than 24% of the population with a disability that consumes their products together with their families. Don’t forget us!
If you saw any other campaigns for the Mother’s Day 2022 with atypical mothers or mothers with disabilities, write to me? send a message on here!
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