Matthew Miller
Jan 12, 2015

Campaign appeals to Indonesians to 'Adopt a mom'

JAKARTA - A heart-rending campaign by TCP-TBWA for Indonesia's Agency of Social Welfare Coordination asks people to pledge human contact to lonely mothers in senior-care facilities.

Client: Indonesia Agency of Social Welfare Coordination

Agency: TCP-TBWA\Indonesia

Market: Indonesia

Campaign scope: The campaign includes three TVCs, a website, a social-media campaign and print ads calling attention to the plight of mothers who have been "abandoned" in aged-care facilities by their children. The #AdoptAMother initiative kicked off in conjunction with Indonesia’s Women Appreciation Day (Dec 22), and the agency has plans to expand it to other countries in Southeast Asia this year. 

Press release quote: Wisnu Satya Putra, TCP-TBWA’s group strategic planner: “We can never hope to replace a real caring family relationship, but the simple act of sharing your time with a mother who has lost personal contact with her own family can, we think, make a life-changing difference. The public are invited to participate by ‘adopting’ one of the mothers in aged care facilities featured on the initiative’s website. It’s not an official adoption process, but rather a personal commitment to respond to a mother’s needs for time and companionship, as if they were members of your own family."

Campaign Asia-Pacific's comments: As the social-welfare organisation points out, "seven out of 10 nursing home residents are widowed mothers who have been virtually abandoned by their adult children", yet people in Asia tend to assume adult children are caring for their elderly parents. We commend this attempt to call attenton to the issue and we like that it's asking people to pledge direct human contact (such as a letter or visit) rather than donations.

As for the work itself, even though all three videos use essentially the same trick, and even though we recognise we're being emotionally manipulated (especially by the weepy soundtrack), we're moved nonetheless. Now if you'll excuse us, we're off to call our mums.


Project Name: Adopt A Mother
Creative Agency: TCP-TBWA\Indonesia
Client: Indonesia Agency of Social Welfare Coordination
Executive Creative Director: Stephen Dodds
Associate Creative Director: Redy Pramanjaya
Art Director: Atika Kusumawati
Copywriter(s): Rena Wigastari, Satria Pertala Pamungkas, Ginna Finalis
Photographer: Lucky Taruna Dwipa
Director: Dimas Prasetyo
Production Company: Pirate Online
Production Company Head Producer: Siwi Herdiani
Planning Director: Enita Budiyanti
Planning : Wisnu Satya Putra
Executive Producer: Wisnu Satya Putra
Interactive Agency : Tequila Digital
Interactive Group Head: Faradi Bachri
Social Media Creative: Agung Eka Putra
Senior Interactive Developer: Ruals Sarip
Programming: Ruals Sarip


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