Background

Every year on 12th August is Thailand national Mother's Day. On this day, every school will arrange a ceremony, feature stereotype of mother on the stage waiting for their children to worship them, they set a standard of "Mother" on Mother's Day. But what happens if your mom is not a stereotype one? What if she is a non-stereotypical mom.

They will be left out of the ceremony, they also doesn't want to join the event, because they feel embarrass, they feel the tension in other's people mind, moreover, they don't want their kids to be bullied by friends. We call these mother "The Other Mothers".

How can we create an equality on this day to be a day for every mom, literally?

Execution

We launched the campaign with a full-page ad on the front of a leading newspaper and a heartfelt online film. The newspaper ad posed a simple, yet powerful question:  “Which mom can celebrate Mother’s Day?” And the film, “The Other Mother’s Day”, further push the topic and social norms by inviting 4 non-traditional mothers: gay, transgender, tattooed and lower-income mothers, to join our Johnson’s Mother’s Day ceremony for the first time ever.  The campaign sent out a message to Thai society, pushing them to re-think and redefine the definition of “Mom” on "Mother's Day".

Result

This campaign was shared widely on social media with 49M+ impressions, 8.2M+ views, 11M+ free PR value with 88+ news and articles. It also gained 363K+ engagements increasing 500% in brand mentioned which made Johnson’s No.1 brand engagement in kid’s category on week of Mother’s Day (from DataholicTH). This issue was also picked up to debate in the TV show about "The Other Mothers" and went viral sensation both locally and internationally. But more importantly, it started a meaningful conversation in Thai society. In a culture that values tradition and status, Johnson’s was able to bring the focus on what truly matters, the heart of a mother, and turn Thai Mother’s Day into a day for all moms!