In its next stage of its celebrated #GoSafeOutside campaign, Hindustan Unilever Limited (HUL) and Ogilvy Mumbai plan to harness the natural protectiveness of mothers and putting it to use by creating a secure network of mothers across the state — the Hamam Mothers’ Safety Force. It is an always-on, always-ready network that would use the collective power of maternal instinct to keep their daughters safe — anywhere and at any time.
The aim of the #GoSafeOutside initiative is to empower daughters of Tamil Nadu to go outside — safe, confident and without fear.
The new campaign consists of films that show how mothers in general project kids. The first film shows the distress of a girl waiting at the bus stop for her mother. Her mother informs her that she will be late to pick her up as she was stuck in a traffic jam. Seeing that, another woman offers to wait with her till her mother comes.
The second one is set inside a bus where a girl is sitting in the corner of the bus and a guy is making her uncomfortable by whistling. A woman notices the girl and sits in the middle, making the girl comfortable.
This marketing campaign, using digital and on ground activation, will help connect mothers with each other. It will empower mothers to learn from each other and share information that helps every child. The collective power of mothers will ensure that every child is truly safe.
Sukesh Nayak, Chief Creative Officer, Ogilvy India (West), said, “Safety is a burning issue in our country. Addressing this critical issue, Hamam Mothers Security Force is a small step to give a mother the confidence that from now on, it’s not just her, but every mother will look out for her child. Because every child is truly safe when every mother looks out for her.”
Along with the YouTube campaign, an all-new Hamam website, with a microsite dedicated for the community, will go live in no less than a week’s time. In collaboration with Google Maps, the brand will also be launching a SafetyMaps feature that will enable the users determine the safest routes, as scored or assigned by the mothers on the forum.
Client: Hindustan Unilever Limited
Agency: Ogilvy Mumbai
Creative: Sukesh Nayak, R.Pratheeb, Nishant Pratap, Noothan PR, Pritam Singh
Planning: Prem Narayan, Priyanka Nair, Dhara Pujara
Account Management: Hephzibah Pathak, Mayuri Shukla, Swapna Divekar, Anjali Negi
Production House: Still Water Films
Director: Jerald Packiasamy
Executive Producer: Preeti Machat