Miami Ad School (USA)
Project Title: Mother 4 Mother
Client or Class Name: Art Direction - www.miamiadschool.com
Idea’s Statement :
Many stylish women consider maternity clothing one of the worst parts of their pregnancy. Expanding waistlines and comfort needs can change any Fashionistas aesthetic. While a brand like H&M provides fashionable alternatives for soon-to-be mothers, women cannot help but look at their maternity clothes with disdain. That is why our team wanted to give recent mothers the opportunity to turn their maternity clothes into something undeniably positive. Mother4Mother is an H&M Mother’s Day initiative that asks recent mothers to donate their maternity clothes to make reusable diapers for refugee families.
Our campaign works to create a Mother’s Day when European and Syrian mothers can stand together in solidarity, and celebrate the collective sacrifices they make for their children. By donating their maternity clothes, European women pass on a positive experience of motherhood. They give Syrian women one less thing to worry about, and make it easier for them to enjoy the actual delights of being a mother.
H&M’s position as a leading European company, and one of the world’s most popular clothing brands, gives Mother4Mother a strong raison d’être. Our campaign allows H&M to make a formidable statement of compassion for refugees. In addition, Mother4Mother pays homage to H&M’s original mission: a better fashion future – one that makes fair and sustainable fashion affordable and desirable for all.