Marshall Plan For Moms
Moms deserve our heartfelt thanks every year for everything they do.
In partnership with the non-profit advocacy organization Marshall Plan for Moms, we released the Mom's Demand More Flower Store, the first ever flower shop that priced each bouquet according to how much Moms are actually worth.
For Mother’s Day, we raised awareness of the billions in unpaid caregiving work Moms did during the pandemic (and every other year). The store demanded recognition of Moms unpaid labor as well as fair compensation for it.
*Press
Fast Company: “Need a gift for Mother’s Day? Try this $800 billion bouquet of flowers”
The Washington Post: “Ditch the flowers for Mother’s Day - here’s what America’s moms really need”
The New York Times: “The Perfect Gift for Moms: Money”
Good Morning America: “The inequities for moms are displayed starkly in the "Moms Deserve More Flower Store," … to highlight what its organizers describe as the "the true cost of adequately thanking" moms.”
Ms. Magazine: “Mother’s Day Flowers That Reflect the True Value of a Mother’s Work: $800 Billion”
Adweek - Agency Spy Friday Stir
Our activation kicked off with a parody of a traditional Mother's Day video flower ad that included an $800 billion twist, turning the traditional Mother's Day bouquet into hard-hitting social commentary.
We built a digital flower store featuring bouquets named and priced to highlight just how much moms are sacrificing. Flower store customers could share a bouquet via their social media feed to spread the message, and we had influencers juice the campaign with a coordinated push.
The week-long activation leading up to Mother’s Day provoked discussion, raised awareness and got massive amounts of media coverage.
