MIA Mums In Ads: The 876k Hand Cream

Leading up to Mother's Day every year, all across the nation, Aussie mums are barraged with stereotypes and platitudes in advertising. And for MIA's it's a real double whammy - the ads are made by an industry that tends to penalise mums systemically.
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Working with The Parenthood - a non-for-profit that promotes fairer conditions for working parents - we wanted to highlight the jaw-dropping results from their recent research and catapult it into an industry conversation.

Our PR campaign featured a stereotypical Mother's Day gift, a hand cream, with an eye-watering $876,000 price tag - a sum representative of the cost of motherhood in Australia when combining lost wages and super.
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The campaign garnered widespread coverage in industry, women's and business publications - nudging just over 3.6 million in potential reach. It ignited a fuse of industry likes, comments and water cooler fodder. People were also able to bid on the $876k Hand Cream on eBay with all proceeds going back to The Parenthood.

And the total cost for this campaign? Just $28 bucks.