For mothers, there’s nothing quite as intimidating as the decision to return to work after taking a break to handle the most important job of all – being a mom.
As accomplished professionals, these women have their work cut out for them as far as getting back into corporate circles is concerned and the commitment to staying home often comes hand-in-hand with having to let go of professional networks altogether. Surveys go so far as to suggest that one out of 10 women is nervous about going back to work.
However, business realities and economic development favor the brave and two out of five managers believe mothers work faster, are more motivated and can multi-task effectively and efficiently. With Expo 2020 round the corner, the local government has placed a keen emphasis on empowering women in the workforce; providing for professional placement and growth, whilst simultaneously recognizing their all-important role as mothers.
In line with this regional initiative, HSBC along with J. Walter Thompson Dubai created a video called ‘I recommend Mum’, where it used children as spokespeople for mothers who were ‘on a break’ from their careers. HSBC turns the concept of the recommendation letter on its head with children vouching for their moms, casting a spotlight on all they have achieved during their time away.
The campaign’s essence hits home thanks to its simplest aspect – the recommendation letter for these moms is written by their children, the true judges of how they were never really on a break in the first place. To the contrary, it’s probably the time they develop even further, demonstrating initiative, creativity, resilience and determination.
“It’s a human truth and that’s why it was so good. Loved the idea and the emotional strategy behind it. My mum had to give up her career and it was hard for her getting back to work. The seamless synergy between planning and creatives was key in this successful initiative,” said Marco Bezerra, Executive Creative Director, J. Walter Thompson Dubai.
HSBC also held three free workshops on resume writing and interview skills for such mothers and received a good response with over 450 applications.
Credits:
Brand: HSBC UAE
Production House: Space Plum
Producers: Boki Prekovic / Igor Petrovic
Creatives: Akhilesh Bagri / Gautum Wadher
Account Management: Nermine Barrada / Rula Hajjar / Nabil Elkourdy / Patrick AbouChahla
Planning: Helina Asefa
Online Production: Aly Seif Al Nasr