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

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