The Happiest Mother’s Day Card: how love for our mums helped mothers around the world

Background

Oxfam's Motherhood Appeal is an annual event, which celebrates mums around the world. They are the true agents of change, the glue that holds families together, yet they often get the roughest deal of all.

The appeal was pushed through multiple channels, and it rolled out digitally. The client wanted a PR buzz, data for subsequent appeals, and donations too.

So, to make the appeal resonate with people here, the focus was on the day we think about our mums the most – Mothers' Day. The action of writing a card was connected for our own mums with the appeal.