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. Over 15% homes in the Middle East do not have a dad (Source: Gallup).
Many single moms in the Middle East tend to not only face everyday challenges of bringing up their children by themselves, 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 or do not believe a mother can be good enough to do both parts.
Now, no brand in the Middle East has addressed these cultural issues that single moms face.
So, as the world celebrates Father’s Day on June 21 with deserving tributes to dads, Home Centre, a leading home retailer in the Middle East, is using Father’s Day as a stage to support those moms who double up as dads.
Through a moving film titled, “A Dad’s Job”, launched on social media, Home Centre is first sharing a message to those who are living without a dad, that this Father’s Day they can also celebrate their moms who do a dad’s job every day. The film shows children saying the one message they’d love to share on Father’s Day.
By featuring real-life single moms and their kids as the cast, and not actors, the film is not another advertisement but an authentic nod of recognition to the moms, letting them know they’re more than able to play both roles.
The film is being supported by influencers in the Middle East, as well as through initiatives to enable, support and encourage single moms in the region across the year.
The creative agency behind this campaign is FP7 McCann Dubai and the production agency is Dejavu Dubai.
CREDITS:
Client: Home Centre
Head of Marketing: Siddarth Sivaprakash
Client Team: Vinmay Korday, Abbas Nashrulla, Ami Popat, Atharv Ruparel, Deviani Rao, Ahmed Dawood
Agency: FP7 McCann
Regional ECDs: Oliver Robinson and Fouad Abdel Malak
Regional Head of Strategy: Tahaab Rais
Group Account Director: Vicky Kriplani
Creative Director, Copywriter: Aunindo Anoop Sen
Creative Director, Copywriter: Tahaab Rais
Art Director: Bana Salah
Copywriter: Kelly Tomes
Account Manager: Riddhi Harrita
Arabic Copywriter: Maher Dawah
Production House: Dejavu
Executive Producer: Manasvi Gosalia
Director: Tahaab Rais
DOP: Aeyaz
Head of Production: Pratixa Kanojia
Producer: Kavya Iyer
Editor: Rizwan Maple
Post Producer: Mary Bou Akl
Composer: Jay Wud
Production Co-ordinator: Haider Saaby
Focus Puller: Srinivas Kusuma
Sound Recordist: Jithu Das
Spark 1: Bharat Doli
Spark 2: Arif
Music: Mango Jam
Production Driver 1: Mahendhar Avadhta
Production Driver 2: Narendhar Pottavathni
