MOthers back on track

The last time we rethought work, we drove horses to work.

With COVID, things changed. Offices became video calls and work pants became sweatpants. It was the biggest change in work since the assembly line, and it wasn’t going back. Given that we’ve been helping people work together remotely for nearly a decade, we were more than ready to see the old ways go.

Output

Film, Design, Production, Strategy

What makes her a great mom makes her a great hire.

The Mothers Back on Track campaign set the record straight by recognizing everything moms bring to the table – and just how multi-talented they really are. Because what makes them a great mom (multi-tasking, kindness, and effortlessly cleaning up messes) is also what makes them a great hire.

“The conditions of teleworking combined with increased child-care demands are a perfect storm for bias against working mothers.”

— The Atlantic

“If you believe that you should never waste a good crisis, this is the exact moment to make workplaces finally work for women.”

– Reshma Saujani,
Founder of Girls Who Code and
activist for women’s economic empowerment

#Motherhoodworks – and she can work for you too.

Moms do it all. They deserve recognition, but they also need support. So we gave moms a much needed hand. In addition to :60 and :30 spots for TV, YouTube, and social, featuring found footage of hard-working moms mid-pandemic, we allowed viewers to hire moms on the spot through a dedicated landing page that put their qualifications on display.

And for moms new to the platform, we offered special 1:1 coaching and discounted childcare through our brand partnership with Care.com.

“And so this is an opportunity to see how we can reshape work, and, in doing that, how will that impact families and gender equality?”

– Brigid Schulte, NPR.org

Make mom proud, yes we did.

Mothers Back on Track generated a 99.3% positive perception, driving engagement above industry benchmarks. It also got jobs in the queue and kept food on the table for hard-working moms. And perhaps most important of all, it challenged companies to shift their attitudes towards moms from liabilities to assets.