Teleflora Tackles Loss of Identity to Motherhood
Seventy-four per cent of American mothers feel their identity shrinks to just 'mum' after becoming a parent (Peanut, 2023). In response, US floral delivery service Teleflora is honouring them with its emotionally charged ‘MotHER’ campaign.
Reaching six million views in its first week, the YouTube commercial comprises home-video-style clips and images from the 1950s to the 90s of women graduating university, travelling and climbing the career ladder pre-parenthood, as well as laughing with friends, dancing and kissing their partners.
An accompanying Instagram series sees the format made more personal, with videos featuring high-profile mother-daughter duos. Participants include actresses Demi Moore and her daughter Rumer Willis, and Asian American beauty influencer Aylen Park, who is known for frequently featuring her mother (who appears unnamed) in her content.
The short clips, shot in the same style as the longer campaign, show Demi Moore and Aylen Park’s mother both pre- and post-motherhood. Instagram users can imitate the campaign with a ‘MotHER’ Reels template for a chance to win a free Teleflora bouquet (worth up to $100).