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Canadian Women's Foundation breaks campaign

The Canadian Women’s Foundation has begun a campaign timed to coincide with Mother’s Day called “The Mother Rising.” Developed by recently-launched Toronto agency Hard Work Club, the campaign consists of a 90-second video depicting a series of mothers, expectant mothers and children, accompanied by a voiceover advocating for “justice and equality” for mothers. The campaign also includes online pre-roll video ads, influencer activities and social media content.

“There’s never been a more important time to focus on diverse mothers and family caregivers in Canada,” said Andrea Gunraj, vice-president of public engagement at the foundation. “The COVID-19 pandemic’s impact on them has been dire, especially for those facing multiple barriers such as racism, poverty and gender-based violence. This campaign opens space for them to tell their stories without judgement, to be angry and frustrated at the ways they’re expected to hold it together with such little support, and share what systemic changes need to happen so they can have a better future.”

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