HSBC UAE’s latest campaign helps mums re-enter the business world
“I Recommend Mum” by J. Walter Thompson Dubai, which helped stay-at-home mums make a career comeback.
The initiative leverages human insight and UAE country objectives to encourage mothers 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.
We all know that the commitment to staying home usually comes hand in hand with having to let go of professional networks altogether.
Surveys suggest that one out of ten women are 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 Dubai Expo 2020 around 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.
With its latest ‘I recommend Mum’ campaign, HSBC fully supports this regional initiative in a video that successfully addresses issues faced by mothers opting to re-enter the business world. The campaign video uses children as spokespeople for mothers who were ‘on a break’ from their careers, and 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.
HSBC further cemented its support of mothers re-joining the workforce by hosting three free workshops on resume writing and interview skills, with a resounding response of over 450 applications.
Commenting on the campaign, J. Walter Thompson Dubai’s Executive Creative Director, Marco Bezerra said, “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.”
Credits List:
Client: 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