A THOUSAND WORDS
Motherless Daughters Australia
SYNOPSIS
In a society where conversations around grief are often put in the 'too hard basket', A Thousand Words takes an intimate look at mother loss, through the eyes of grieving daughters.
PROBLEM
Many community members from Motherless Daughters Australia (MDA) reported that they felt isolated and misunderstood in their grief, often sugar coating their experiences to accommodate the feelings of others. They believed a clinical approach and common misconceptions around grief have contributed to the fact that they are rarely given the space to acknowledge or celebrate their mums, especially on days like Mother’s Day, making it extremely difficult to keep her memory alive.
WATCH THE TEASER
SOLUTION
Through an end to end campaign that included our online hero video, 2 xTVCs, billboards and digital screens across Australia, we encapsulated intimate memories and personal experiences of grief, to highlight the struggles that it presents and normalise its very natural response. We created a space in real time for grieving daughters to keep their mum’s memory alive (just as MDA do) and through their lived experiences, also provided education and insight on how society can better support someone experiencing the loss of a loved one.
The campaign honours and celebrates all mums that have passed, while validating the daughters and families who have been left behind. These acknowledgements were also featured on a number of out of home assets, which included digital screens at Westfield Shopping Centres across the country, providing representation for mums who had passed, at an otherwise triggering time of year for their families.
WATCH VIDEO CAMPAIGN
IMPACT
A Thousand Words, premiered at MDA’s Pre-Mother’s Day High Tea in front of 250 of their community members before being released online. The campaign ran throughout Mother Loss Awareness Week & Mother's Day 2024, as a gentle reminder that all mums should be celebrated and acknowledged on Mother's Day, not just those that are still here.
