SINGAPORE – Anmum launched a social campaign with a fresh take on Mother’s Day. As a leading nutritional milk brand for pregnant and lactating mothers, and a fast-growing paediatric milk for children in several Asian markets, Anmum believes in celebrating the intangible essence that makes a mother, a mother.
Anmum recognises that the role of mom in a child’s life is a powerfully defining one and this year is celebrating all moms, including the ones without “mom” in their title.
“Anmum appreciates and supports mums in their desire to raise amazing young minds. And because Anmum celebrates all kinds of mothers, we want to find a way to appreciate all amazing individuals who show nothing but love to the ones they’ve raised. Anmum salutes all who provide affection and support to children as we celebrate moms and all others who have made a meaningful difference in the life of a child,” commented Corine Ooi-Bremner, Group GM Global Maternal & Paediatrics for Anmum.
Working with BBDO Singapore, Anmum has launched a poignant video campaign, taking a broader view on the role of a ‘mother’, celebrating all who work tirelessly every day in the role of loving and shaping our children. Anmum encourages everyone to celebrate more than just their own mothers this Sunday, but to also celebrate the ‘others’ that have been so important in raising them.
“Anmum has always been incredibly passionate about finding all kinds of ways to celebrate the power of motherhood. So for us, a chance to help communicate that passion in a way that is both fresh and insightful this Mother’s Day was a great experience.” said Primus Nair, ECD, BBDO Singapore.
The campaign is anticipated to run for two weeks in Malaysia, Hong Kong and the Philippines.
