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Canadian Women’s Foundation: The Mother Rising
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Toronto’s newest agency, Hard Work Club, is launching this week, with its commitment to breakthrough craft and design on full display. The agency is launching with a new Mother’s Day campaign for the Canadian Women's Foundation. "The Mother Rising" is a powerful 90-second spot that calls for justice and equality—rather than just brunch or flowers—for moms. The spot was specifically created to capture the nuance missing from so many portrayals of mothers in advertising and culture, where mothers are often presented as one-dimensional caregivers, carrying out chores like laundry or the dishes. It consists of a series of shots of mothers (and expectant mothers) and their children, with a voiceover asking for justice for those who are for putting in the care work, whether they’re adoptive, adaptive or on-the-frontline mothers who are working overtime. “Let’s see the strength she carries,” the voiceover states. “Help her rise up.” Women have been disproportionately affected by the pandemic, currently spending an average of 95 hours per week in caregiving roles. That has led to elevated levels of depression and anxiety, with 35% of mothers reporting symptoms of depression last year, up from 19% pre-pandemic according to Statistics Canada.
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