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ChildMothersDay.com

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
Company
JWT New York
Skills
Art Direction, Commercial, Content, Design, Digital, Social
Media
Advertising, Branded Content, Social Media Content
Project Industries
Advertising
ChildMothersDay.com
ChildMothersDay.com
ChildMothersDay.com
ChildMothersDay.com
ChildMothersDay.com
ChildMothersDay.com
ChildMothersDay.com