ChildMothersDay.com<\/a> is actually for sale. Rather, all items are \u201cpriced\u201d at $5.99\u2014the requested donation amount, roughly the cost of a typical Mother\u2019s Day card, or some other small gift of appreciation\u2014to drive home the point that a little money can mean a lot to adolescent moms trapped in despair and poverty.<\/p>\nAccording to the copy, \u201cFor the price of a box of chocolates, you can give children everywhere a fresh start and access to healthy food.\u201d<\/p>\n
An on-the-go handbag (again, not really available) is described as \u201can easy way to carry her few worldly possessions,\u201d plus \u201cit can also double as a diaper bag.\u201d Ultimately, the $5.99 donation can \u201chelp give children a safe place to call home and the essentials they need for a healthy start.\u201d<\/p>\n
A blurb touting plush \u201cMr. Teddington Bear\u201d seems achingly on point, and really puts the child-mother theme in sharp focus: \u201cSoft and sweet, this teddy will be by her side through it all, from days caring for her children to nights spent hiding from her abusive husband who is four times her age. An added bonus: Her kids will love playing with it, too.\u201d<\/p>\n
The kicker: \u201cFor the price of a teddy bear, you can make a donation to Save the Children and help keep children protected from harm.\u201d<\/p>\n
Social elements drive users to the site, which will likely remain active after Sunday\u2019s holiday.<\/p>\n
\u201cThe idea came about two weeks ago,\u201d JWT creative director Dominic Al-Samarraie tells AdFreak. \u201cWe weren\u2019t thinking about Mother\u2019s Day in particular, but looking at ways to draw attention to an often forgotten group of people. Even the phrase \u2018child mothers\u2019 immediately conjures harrowing images, so we wanted to take some of that shock factor and package it up in a way to inspire action.\u201d<\/p>\n
Ultimately, \u201cin the run-up to Mother\u2019s Day, we\u2019re all constantly targeted with messaging from online retailers, and that definitely acted as inspiration,\u201d Al-Samarraie says. \u201cThe chance to subvert that style of communication was interesting, and a lot of the impact of the site comes from some of the subtle details such as the \u2018return policy,\u2019 which educates you that in some parts of the world, when child mothers try to return to school after giving birth, they can be shunned by their community and not allowed back into the education system.\u201d<\/p>\n
Getting the tone right \u201cwas definitely tough,\u201d Al-Samarraie adds. \u201cYou need to cut through the clutter and get the attention of people who are bombarded with countless messages about Mother\u2019s Day, but do it in a way that really communicates how horrific life can be\u2014while still being respectful to the harrowing stories of these young girls.\u201d<\/p>\n
Indeed, the vibe is urgent but restrained, and the ask was kept low for the broadest possible audience appeal.<\/p>\n
\u201cWe\u2019re hoping ChildMothersDay.com inspires action and donation from all types of donors \u2026 to do a small part in helping these children who have their own children get a chance at a brighter future,\u201d Al-Samarraie says.<\/p>\n
CREDITS
\nClient: Save the Children
\nAgency: J. Walter Thompson, New York
\nChief Creative Officer: Brent Choi
\nExecutive Creative Director: Leslie Ali
\nCreative Director: Dominic Al-Samarraie
\nCopywriter: Christina Pitsinos
\nArt Director: Claire Healy
\nStudio Photographer: Izzy Levine
\nVideographer: Justin Snow
\nGlobal Planning Directors: Jessica Strode, Marina Pen
\nBusiness Director: John Danbeck
\nProject Managers: Greg Lustberg, Anthony Melendez<\/p>\n
Adweek<\/a><\/p>\n<\/div>\n