MOMS DESERVE MOREMoms deserve thanks every year for everything they do. But after covering America's childcare crisis during COVID (and also since forever), we thought moms deserved something extra this Mother's Day: Recognition of their unpaid labor and compensation for it. So we flipped a traditional Mother's Day gift on its head to help the non-profit advocacy organization Marshall Plan for Moms do just that.
Social
We built a DTC flower store featuring celebrity-sponsored bouquets—each named and priced to highlight just how much moms are sacrificing. Flower shoppers shared bouquets via their social feeds to spread the message, amplified by select influencers.
Press
Site
Campaign Video
We released a Mother's Day flower ad with an $800 billion twist, turning the traditional Mother's Day bouquet into hard-hitting social commentary.
