FCB Mexico creates poignant film for Mother’s Day to address the challenges that working moms face

Mothers who continue to work after they have children often put pressure on themselves to be both great moms and successful professionals, but the latter can become difficult to achieve if a woman’s place of work doesn’t understand or accommodate the unique challenges she now faces as a working parent.

That's why Victoria147, a Mexican training, acceleration, and networking platform that focuses on empowering entrepreneurial and executive women, certifies workplaces in gender equality after they meet a certain set of standards. The aim of the certification program is to help companies across the country provide comfortable working environments and balanced conditions for their female employees, particularly working mothers.

To promote its certification process, Victoria147 recently tapped FCB Mexico to create a Mother’s Day film that illustrates what day-to-day life often looks like for moms who work.

Told from the perspective of a child, the film tells the story of a young girl who dreams of a world where her mom doesn’t feel powerless, underestimated, or guilty for being a woman who chooses to work while raising her daughter.

The ad aims to shine a light on the fact that many companies don’t have the proper systems and structures in place to ensure that working moms receive the support they need to succeed in their careers, like the option to work from home or create a schedule that allows for flexibility.

According to FCB Mexico, Victoria147 is hoping that the campaign will inspire women to put pressure on their workplaces or other companies to address the issues that many working mothers face.

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Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she primarily covers independent agencies and B2B marketing. She also oversees The Drum’s “Independent Influence,” a weekly series that spotlights the work, perspectives and inspirations behind independent agencies. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal. She is a graduate of the City University of New York’s Graduate School of Journalism.

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