Save the Children estimates that 2.5 million underage girls give birth against their will each year — meaning every seven seconds, a girl under 15 is forced into marriage. It needed a disruptive, meaningful solution that would cut through the noise and get new donors — and it all had to be accomplished with no budget and very little time.
To raise awareness for the cause, we launched childmothersday.com, a parody e-commerce site. Though it looked like an actual e-commerce site that sold gifts, no items were actually for sale. Instead, it hammered home the point that for the cost of a Mother’s Day card, $5.99, you could make a donation that would make a meaningful impact for at-risk girls across the world.
- Project Roles
- Art Director, Designer
- JWT New York
- Art Direction, Commercial, Content, Design, Digital, Social
- Advertising, Branded Content, Social Media Content
- Project Industries