Indonesian mothers face societal pressures and mom-shaming due to cultural expectations and pre-established parenting standards. To empower these mothers, we initiated the #CintaBundaSempurna social experiment. Through this experiment, mothers reflected on their parenting performance and scored themselves low, influenced by external judgment and self-imposed pressure. However, the true twist came when their own children became the final judges, scoring their mothers perfect and highlighting the immense power of a mother's love. This initiative aimed to restore confidence, combat anxiety and depression, and remind mothers that their child's judgment is the most important one.
The Perfect Mom Exam
Mom's find out who love them most from those who matter most
Client
- Nestlé
Office
- Jakarta
#CintaBundaSempurna: Elevating the Power of a Mother's Perfect Love
If purposeful work is done well, it can have a hugly positive impact for both the brand and consumer. The perfect mom exam is a perfect example
Mark Verhagen
Executive Creative Director
Due to their cultural roots and upbringing, Indonesian mothers are inherently required to follow a specific set of methodologies and mannerisms in raising children. Having been scrutinized by their family members, peers and society in general, a mother’s inability to comply with these pre-established parenting standards leads to mom-shaming in Indonesia, which causes mothers to lose confidence, question themselves and suffer from anxiety and depression.
While society judges these mothers’ parenting capacity and performance, we discovered that there's only one true judge who can assess how well mothers are doing – their own child. Only they can share whether a mother’s love is perfect or not.
We launched a social experiment called #CintaBundaSempurna – a Mother's Perfect Love Test – for mothers to reflect, assess and score their own overall performance as a mother.
Every mother scored themselves low, which was expected given societal and self-created pressure. But the twist was bringing in their own children as the final judges to score their parenting skills – capturing the moment when the most important judge of their life, their own child, scored them perfect and elevated the power of this social experiment.
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