Motherlover

Despite societal changes designed to make things more equal, new research commissioned by MALTESERS has revealed that 55% of mums in the UK say they need more help from employers and colleagues to be the working mum they want to be. 

In response, we've launched "Motherlover", a campaign that brings a refreshing approach to the subject, celebrating the village around mums and uses the brand's iconic tone to highlight the ways different people can lighten the load, whether that be colleagues, employers, partners or friends and family. The work continues the brand's long-standing commitment to lightening the load for women, using the power of laughter and togetherness.

The addressable campaign features 10 targeted messages, all designed to give different communities a role to play in supporting the working mums in their lives. Each message has been inspired by the real stories and experiences shared by mums.