“MOM GUILT”
MARSHALL PLAN FOR MOMS
Video / Guerrilla Marketing / Social
Press: Inc. , Yahoo/life, Forbes, Yahoo/news, Shoot, Campaign US, Romper, AdAge
For Moms First (formerly Marshall Plan for Moms), building awareness wasn't enough. They needed to drive action for real change: the urgent need for policy reforms like paid family leave, affordable childcare, and workplace flexibility. With countless nonprofits competing in the same emotional Mother's Day space, we needed a bold, culturally relevant approach that truly resonated.
We created a satirical pharmaceutical ad offering a "cure" for chronic Mom Guilt—a feeling millions of mothers know all too well. The campaign featured a pharma-style video listing endless positive side effects from easing Mom Guilt. We expanded it with a social and digital campaign of highlights, plus a guerrilla campaign of print ads placed in doctors' offices, restaurants, bathrooms, subways, and other places where moms often grapple with guilt.
“we believe that in order to create a cultural shift and begin to truly see and value moms we need to shine a light on their truths. fancy helped us tap into the moments all moms face at one time or another (and often all in the same day) by seeing the humor in the reality.”
– Reshma Saujani, Founder and CEO of Marshall Plan for Moms
By contrasting the overly sentimental Mother's Day narrative with the raw, unfiltered truth of modern motherhood, this campaign struck a nerve. It humorously captured the symptoms of mom guilt and the side effects of taking time for oneself, prompting people to share it—not just with their doctor, but with everyone around them.
Acting as the marketing team for this stretched-thin nonprofit, we seized the Mother's Day moment to amplify Moms First's call for policy change and real support for moms. The result? Major media buzz, with coverage in Forbes, Yahoo, Romper, and AdAge. This wasn't just a campaign; it was a megaphone for moms and a rallying cry for the change they deserve.
