Maternal blaming was the guiding thread for the creation of the Mothers Day do Apothecary this year, which took as its concept the #MatenidadeSemJulgamentos. The theme was the common point among the most diverse groups of mothers heard by the brand: collaborators, resellers, consumers and partner influencers.
The absolute majority, regardless of the region of the country or social class, demonstrates the exhaustion of facing constant judgments exercising motherhood in their own way within their realities. To further contribute to this dialogue, the brand signs a partnership with Free Free, a global organization that works for the freedom of girls and women, to broaden debates about motherhood. This is how the manifest for the reception maternalcontent co-created by the brand and the organization with the aim of bringing more acceptance, empathy and love to mothers.
There are numbers that reflect the urgency of the topic and the importance of bringing depth to an issue that is so latent in contemporary society. According to a study led by the Ipsos Institute¹, in 2021, 46.3% of Brazilian women lived with the feeling of having their motherhood judged frequently – a number above the general average of the survey, which took place in 28 countries. In Brazil, which appears in fourth place in the ranking, the reasons for the judgments are mainly related to criticism of the children’s behavior (36%) or the alleged lack of limits placed (49%).
In an increasingly technological context, the behavior of mothers – especially what they share on social networks – seems to be the pivot of judgments. Most of them are constantly charged and placed solely responsible for their children, even those who are married or in a stable relationship – at the same time, many report that their partners are not charged in the same way. This feeling is reflected in another study, this time in 2019, led by Noz Pesquisa e Inteligência², together with Associação CineMaterna, which consulted more than 2 thousand Brazilian mothers, and reached the following result: although 88% of those surveyed were married or in a stable relationship, only 67% say they have the support of the baby’s father.
For Yasmine McDougall Sterea, founder and CEO of Free Free, the topic is of enormous relevance and fully meets the principles of the global organization, which was founded in 2018 and has already directly impacted almost 16,000 girls and women and 30 million people. indirectly.
“I am the mother of Violeta Lua, daughter of Lillian Rose and it was motherhood that inspired me to create Free Free. After all, what future did I want for my daughter? A future that would oppress her or that would set her free to be who she is? I created Free Free precisely so that we women can make conscious choices, according to our possibilities, without the fear, shame and guilt that we constantly face throughout our lives.” account.
Free Free works for the freedom of women from physical, emotional and financial abuse and aims to promote a healthier, prosperous and stable world for all.
“To co-create a manifesto for maternal care in partnership with O Boticário is to join forces with one of the largest beauty groups in the world to raise awareness not only of mothers, but also of women who chose not to be mothers, young people about a possible and non-oppressive future motherhood, and every society, where motherhood must be treated with acceptance and not judgment, after all, mothers help to take care of the next generations, that is, of our future. A freer mother means an abundant and happier society. The first step in all cultural and structural change is awareness. And this is the power of this partnership: raising awareness”, he concludes.
The launch of the manifesto contextualizes the brand’s Mother’s Day campaign, which began with the launch of the film Discurso, conceived by AlmapBBDO and night projections – an action created by Pros, Boticário’s PR agency – spread across São Paulo, Porto Alegre , Recife and Belém, which between the 18th and 19th of April, took on central addresses.
“For more than four decades we have encouraged and nurtured a very open communication channel with our consumers and, without a doubt, this channel is one of our greatest strengths as a brand. Therefore, we couldn’t help but talk about such a relevant and necessary topic on this Mother’s Day. With our campaign, we want to embrace all mothers who feel judged, charged and guilty – but more than that, we want to show those who think that this is not the way to go. That’s why we invite so many mothers to co-create this movement with us and encourage a more empathetic society”, concludes Marcela de Masi Nogueira, Branding and Communication Director at O Boticário.
¹ Ipsos Global Advisor l. PERCEPTIONS OF BEING JUDGED AS A PARENT. Março, 2021
² Noz Research and Intelligence and CineMaterna Association. WOMAN AND NOW MOTHER. July, 2019
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