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.

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