How do people without mothers celebrate mother’s day?
Dealing with the loss of a mother is tough on anyone and it’s even tougher on Mother’s Day when the rest of the world is openly celebrating their own mothers. On Mother's Day, we set up a customized hotline number for people to call in and speak to a “mother figure” who’s also a professional counsellor.







Short snackable videos were posted online to support the conversation
The impact of the campaign was impressive and overwhelming. Due to the number of calls, we had to extend the campaign beyond Mother’s Day.
Brand: Mentally Aware Nigeria Initiative (MANI)
Award: Lisbon Ad Festival (Finalist), Loeries (Finalists), Lagos Advertising & Ideas Festival (LAIF)
Creative Director: Michael Miller
Deputy Creative Director: Ifeanyi Dibia
Copywriters: Lynda Nwaizu
Art Director: Cynthia Umeozulu
Production Agency: Zero Degrees