#DeMeParaMeJohnsons is the main theme of the film that invites mothers to thank other mothers
With a concept created by SUNO United Creators, Johnson’s new Mother’s Day campaign, entitled #DeMePraMeJohnsons, invites mothers to thank other mothers: don’t say congratulations, thank a mother.
The entire campaign will be available in 15 and 30 second films on online platforms such as YouTube, TikTok and META starting May 3rd.
We are going to 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 else, 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 walk, says Daniela Campello, head of marketing for childcare brands at Johnson & Johnson Consumer Health.
The story seeks to recognize the most diverse ways of mothering, without distinguishing what is right or wrong, contemplating from the mothers who are online 24 hours a day, present to each other to talk about everyday life, to the mothers who recognize themselves in public places, and understand their difficulties without judging them.
The brand also invites the public to post on their social networks who they would like to thank at this moment, using the hashtag #DeMaePraMaeJohnsons. To encourage engagement, Johnson’s also has a team of influencers and content creators, such as Lore Improta, Andressa Reis, Giovanna Bichels, Gabi Coletti, Samantha Maral, Lilian Lopes, Viih Rocha, Zoo and Famlia Adaptada, who will produce content stimulating these conversations focusing on the TikTok platform.
