2020/2021 Winners & Shortlists

Background

Home Centre, from Landmark Group, a regional home furniture and furnishings retailer is homegrown brand. Based in the UAE, an increasingly inclusive country, Home Centre is a consciously inclusive brand, employing people across races, nationalities, religions and genders. The director of Home Centre is a woman - she is the daughter of the founders of Landmark Group. It is also an equal opportunity employer for both men and women. And equal gender representation has always been integral to its advertising and marketing efforts. Home Centre believes in ‘every home has its own unique story to tell.’ During COVID-19, Home Centre wanted to appeal to Arab moms across the Middle East (its primary audience group). But we believed that amongst this segment of Arab Moms, there were some moms who were not represented in Arab society. They were in homes. But no one was helping them tell their own unique story.

Describe the cultural / social / political climate in your region and the significance of your campaign within this context

Raising a child and making a home isn’t easy. Doing so as a single mom is even harder, especially in the Middle East and especially during the current crisis. Many Arab single moms tend to not only face everyday challenges of bringing up their children by themselves, but they also have to deal with everyday obstacles created by members in their communities, in their society and even in their families. People do not accept a mother playing the role of both parents and they do not believe a mother can be good enough to do both parts. In many segments of society, single moms are also seen and wrongly judged as being immoral and adulterous. This is all unfortunate and against the religious and cultural values of Arab civilisation. Now, no brand in the entire Middle East has addressed these cultural issues that single moms face. Home Centre did.

Describe the creative idea

Home Centre believes in ‘every home has its own unique story to tell.’ But there was one story not being told across the Middle East. According to Gallup, 15% of homes in the Middle East don’t have a father. For context, Sub-Saharan Africa (32%), Latin America (30%), US/Canada (19%) are the only regions ahead. The global average is 13%. Yet, single moms, remain a cultural taboo in Arab society, often, seen as having failed at being good wives to their husbands, or worse. As a result, they are never shown in advertising in the Middle East. Home Centre challenged that taboo, by becoming the first brand in the Middle East to ever speak about single moms. A campaign titled ‘A Dad’s Job’ kicked off Home Centre’s commitment to single moms to celebrate and help those moms who double up as dads, every day, in homes across the Middle East.

Describe the strategy

TENSIONS: In society’s eyes, single moms may never fill the shoes of an absent father. The role they have to assume to fill the void for the child, puts them under a tremendous pressure, that’s overwhelming. It’s also unfair, as they are doing a great job. REALITY: Seen from a child’s perspective (having spoken with children of single mothers), they don’t see anything imperfect about their mothers. They believe their mothers are doing a great job and are also being great at not making them miss a father. Their mothers are seen to play two roles very effortlessly not really making them feel like they’re missing a dad. APPROACH: So, starting from Father’s Day, we wanted to celebrate moms who are also dads in a game-changing and positively provocative campaign in the Middle East. And we used channels that celebrate dads to instead challenge the cultural taboo of single moms.

Describe the execution

On Father’s Day, a moving film with a rug-pull featured real people, NOT actors, and showed children sharing tributes about their moms - real single moms. Taking on a cultural taboo immediately triggered 50% negative reactions from conservative sections of Arab society. But Home Centre expected it - and had a plan. Influencers signed on organically, voicing support. With leading Arab image banks, algorithms were changed, so search terms related to fathers or families, instead led to images of single moms with kids. Door name plates for single moms, customisable online, challenged a cultural norm of homes having door name plates with the father’s name or family name. “How to Mom & Dad” videos featured single moms doing things Arab dads do. Career Workshops with certified coaches helped with career mapping and growth. Genuine tributes from children were put onto gifts for single moms in store, as well as online.

Describe the results / impact

“The first brand to recognize single moms in the Middle East.” (Arab Ad) “A groundbreaking spot.” (Shoot Online) “No other brand has dared to address these issues.” (Arab News) “Applauds the parents Father's Day overlooks." (The Stable) Despite the 50% negativity towards the topic, the idea travelled: 1) 1.1 billion earned media impressions. 2) $3.72 million earned media value. 3) 102 million cross-platform organic views. 4) 63% of the region reached. With a $50,000 media and production budget, the positive sentiments earned for tackling the taboo of showing single moms in advertising, overwhelmed the initial negativity: +512% conversations and +86% positive sentiments around Arab single moms (vs. 50% negative sentiments in the first 24 hours). "I realised I was not alone in this fight." (Reem, 35, UAE) "Showed this proudly to my sons." (Aisha, 38, Jeddah) "Somebody out there sees us and appreciates what we do." (Rana, 34, UAE)