Herzindagi.com, the women’s lifestyle and entertainment portal by Jagran New Media, has launched ‘The Good Mother Project’ - an initiative to celebrate motherhood ahead of Mother’s Day.
The campaign seeks to challenge the glorification of self-sacrificing motherhood and shine a light on the stories of mothers who have not lost their identities, dreams, and goals even as they juggle responsibilities as caregivers, nurturers, and working professionals.
This initiative is an ode to progressive womanhood that challenges set narratives and aims to encourage others with their lived experiences and inspiring journeys.
‘The Good Mother Project’ is an initiative that brings to light narratives of real mothers and sparks conversations around societal expectations while highlighting the journey of a woman. The campaign, spanning two weeks, includes segmentation of content around three pillars, ‘The Flagbearers’ showcasing iconic contemporary mothers who are showing the new way of motherhood that is without sacrificing themselves, ‘Thought Provokers’ - a video series featuring strong women with strong opinions on identity and empowerment, and ‘Good Mothers’ an exclusive feature, profiling mothers who are balancing motherhood and selfhood.
Megha Mamgain, Associate Vice-President for Content and Strategy, Health and Lifestyle, Jagran New Media, said, “As we celebrate Mother’s Day, we want to acknowledge that motherhood is a diverse and constantly evolving experience which should not necessarily mean sacrificing your careers, friendships, and individuality. We, at Herzindagi.com, want to celebrate mothers who have taken charge of their lives, pursued their passions, and challenged the notion that motherhood is synonymous with self-sacrifice. Our aim is to recognise the many ways in which mothers can rise in their power to be strong, independent, and fulfilled individuals.”
“We believe that motherhood is an individual experience, and there is no one-size-fits-all definition of what it means to be a good mother. Through the Good Mother Project, we aspire to create a community of women who can share their experiences, inspire each other, and celebrate the diversity of motherhood.”
A special concept video outlining the philosophy of The Good Mother Project, anchored by the Editorial Head, puts into perspective the unfair stereotypes and steep expectations that motherhood brings with it.
The programming contains special short videos featuring ‘Flag-Bearers’ who are celebrities - including Alia Bhatt, Sudha Murthy, Vineeta Singh, and Neena Gupta, to name a few. Further, as part of content generation, a special ‘Thought Provokers’ video series has been curated with insightful and candid conversations featuring women from all walks of life including Avantika Bahuguna, Dr. Falguni Vasavada, Dr. Madhu Chopra, Poonam Mutreja, and Sucheta Pal.
As part of the media amplification plan, Instagram reels in collaborations with bloggers, live interviews streaming with women divulging detailed anecdotes about their motherhood experiences on social media, digital billboards, and print ads have been utilised.
More information on the campaign can be accessed by visiting here: https://www.herzindagi.com/events/mothers-day.