Maltesers has launched a new campaign in partnership with Channel 4 and Buzzfeed drawing attention to the difficulties new mums face when returning to work post maternity leave.
Entitled #TheMaternityReturn the social media first campaign was created as part of Mental Health Awareness Month and will offer new mums a platform to discuss and document the challenges and setbacks they face upon returning to work after their pregnancies.
The creative marks the third instalment in an ongoing series by London agency AMV BBDO for the confectionery brand as part of its partnership with charitable organisation Comic Relief, following on from #TheMassiveOvershare and #LoveBeatsLikes.
Expanding upon the short comedic skits that have been a trademark of the series’ TV ads, a special was created in collaboration with Channel 4. Titled ‘Late Night Feed: The Return to Work’, it follows on from ‘Late Night Feed: Being A New Mum’.
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The 4Studio-produced film will now be pushed out across all of Channel 4’s social feeds, including YouTube, Facebook and Instagram.
“Working with Maltesers and Spirit on a campaign of this nature has been a real joy,” Channel 4 senior digital commissioning editor, Laura Marks said.
“Humour is such a great way to land an important message and it’s been brilliant to creatively work with the teams again to explore the uniquely challenging but wonderful experience of being a working mum.”
Maltesers brand director, Leah Dyckes said: “As ever for Maltesers, we look to always highlight the light and the dark through humour, whilst addressing the tricky and taboo subjects that are often overlooked.
“Through engaging content as part of Channel 4’s Late Night Feed series and authentic, thought-provoking content produced by Buzzfeed, we hope to have demonstrated that the return to work can often be overwhelming and a real struggle for many mums but that there is always help and support available.”
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