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% of 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. Many 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.
So in this groundbreaking spot, as the world celebrates Father’s Day on June 21, Home Centre, a leading home retailer in the Middle East, is recognizing single moms who double up as dads. Created by agency FP7 McCann Dubai and produced by Dejavu Dubai, this film titled “A Dad’s Job” has been launched on social media with Home Centre 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.
The film features real-life single moms and their kids as the cast. The spot 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.
CreditsClient Home Centre Agency FP7 McCann Oliver Robinson, Fouad Abdel Malak, regional executive creative directors; Tahaab Rais, creative director, copywriter, regional head of strategy; Aunindo Anoop Sen, creative director, copywriter; Bana Salah, art director; Kelly Tomes, copywriter; Maher Dawah, Arabic copywriter. Production Company Dejavu Tahaab Rais, director; Manasvi Gosalia, exec producer; Aeyaz, DP; Pratixa Kanojia, head of production; Kavya Iyer, producer; Rizwan Maple, editor; Bana Salah, 1st AD; Mary Bou Aki, post producer; Jay Wud, composer; Haider Saaby, production coordinator. Music Mango Jam
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More