FCB Shows That Moms Don’t Quit

FCB Milan’s new campaign, “Moms Don’t Quit,” for Corriere Della Sera, wonders what would happen if women had to quit their jobs as moms in order to work? For decades in Italy, many employers have forced newly hired women to sign blank resignation letters to be used in case of pregnancy.

“Moms Don’t Quit” resonates emotionally, featuring real mothers reading resignation letters aloud to their visibly distraught children. The reactions of the children, combined with the desperation of the mothers, discredit the notion that “a woman who works can’t be a mother too.” FCB Milan’s campaign seeks to create a new model of working motherhood in which the two are no longer mutually exclusive.

more stories like this

McCann in India has created “Asli Tarraki” (Real Development), a campaign…read more
With the support of Water.org, 3pm (a collaboration between Weber Shandwick…read more
Deutsch worked with its pro bono client, WATERisLIFE to create the Venmo…read more
Even the most open-minded people have internalized the implicit bias of…read more
MRM created a new site to communicate the Naomi Berrie Diabetes Center’s…read more