MOEDERS VOOR MOEDERS
US GIRLS HAVE TO STICK TOGETHER
Being unable to conceive when your dying wish is to become a mother, is a tragedy that about 1 in 5 women worldwide experiences. If you could help these women fight their infertility and improve their chances by sending in your urine - would you?
Moeders voor Moeders (‘Mothers for Mothers’), a Dutch company, collects urine from pregnant women and extracts the hCG hormone to produce medicine used in fertility-enhancing treatments. While many Dutch women have been donating their urine since 1931, since 2021, there has been a 50% dip in registrations. The culprits? A round of unfounded bad press and an overall lack of communication and visibility. So, we gave the organisation that had never needed or made a campaign before exactly that.
Challenge
CONNECTING TO THE HEARTS OF EXPECTING MOTHERS
When one enters the early stage of their pregnancy, they often don’t think about other people’s fertility. So, we set out to remind pregnant women of the struggles infertile women face – by planting the act of donating urine in their minds.
Approach
HELPING COMES NATURALLY
Women everywhere have been helping each other forever – it’s in our nature. Whether it’s preventing a nipplegate or staying on the line when your friend cycles home alone at night. Call it girl power, sisterhood: it's something us women just do. So, if we already help each other out with the small stuff, why won’t we be there for one another in big moments as well?
Solution
SHOWCASING WOMEN SOLIDARITY
In a beautifully shot film, we spotlight 8 random acts of kindness – from women to women. By normalising selfless reactions to others’ needs, we bring home our heartfelt message.
If we’re happy to give a stranger a tampon in a club’s toilet, just imagine the impact of coming together to fulfil another woman’s lifelong dream. The film launched on social media (as 97% of pregnant women use social media as the main online source) alongside posts rallying registration.
PORSCHE
Social Strategy & Identity
How we helped Porsche Nederland go the extra mile – beyond the cars and into underexplored territories of the brand – for Dutch audiences with its social channels and content.
