Leading up to Mother's Day every year, all across the nation, Aussie mums are barraged with stereotypes and platitudes in advertising. And for MIA's it's a real double whammy - the ads are made by an industry that tends to penalise mums systemically. 

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Working with The Parenthood - a non-for-profit that promotes fairer conditions for working parents - we wanted to highlight the jaw-dropping results from their recent research and catapult it into an industry conversation.

 

Our PR campaign featured a stereotypical Mother's Day gift, a hand cream, with an eye-watering $876,000** price tag - a sum representative of the cost of motherhood in Australia when combining lost wages and super. 

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The campaign garnered widespread coverage in industry, women's and business publications -  nudging just over 3.6 million in potential reach. It ignited a fuse of industry likes, comments and water cooler fodder. 

 

And the total cost? A measly $28 bucks. Happy Mother's Day to us. 

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** Sad/angry editor's note:  Since this campaign launched, this figure has now MORE THAN DOUBLED. Yay inflation.