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The Drum

Creative Work of the Week: Digital Mums grabs attention with carefully censored OOH campaign

The campaign hopes to raise awareness of flexibile working in business

Digital Mum's latest #WorkThatWorks campaign 'Clean Up The F Word' has been voted this weeks Creative Work of the Week, gathering votes thanks to it's risque OOH ads which play on the word 'flexible'.

Created by Iris as part of a pro-bono partnership, the push hopes to raise awareness of the benefits of working flexible hours in business. Drawing people's attention by censoring the word and placing it to resemble another familiar f word.

Following research from Digital Mums showing that six out of 10 working mothers don't have access to flexible work, despite the laws being introduced over three years ago, the ad hopes to encourage people to sign a petition to the government to change how 'flexibile working' is officially defined.

Overall Rating
5/5 Vote