Maltesers isn't just running a campaign to get 'motherlovers' to offer their support. It also commissioned a study into working moms across the UK and the Netherlands. Executed by research group The Outsiders, the study found that 69% of working mothers in the UK and 60% in the Netherlands "feel they have suffered some type of discrimination or negative treatment in the workplace due to becoming a mom." Additionally, 55% of those in the UK and 35% of their Dutch peers stated they need more help from employers and coworkers "to be the working mom they want to be." A resulting white paper is chock-full of practical advice.
The tussle between work and motherhood is persistent, and Maltesers is addressing the challenges that mothers face with both depth (the study) and breadth (the wider, shopper-facing campaign). Instead of simply broadcasting a supportive, feel-good message, the brand is actively enlisting and guiding its audience to do more and do better. The next time your company wants to send a helpful message out into the world, follow the malted milk balls' lead and go deep and get concrete. To make a campaign meaningful, make it actionable!
