With "A Dad's Job", Home Centre Becomes The First Brand To Recognize Single Moms In The Middle East

With "A Dad's Job", Home Centre Becomes The First Brand To Recognize Single Moms In The Middle East

Jun. 24, 2020

Raising a child and making a home isn’t easy. Doing so as a single mom is even harder, especially in the Middle East and especially during the current crisis. Over 15% homes in the Middle East do not have a dad (Source: Gallup).

Many single moms in the Middle East tend to not only face everyday challenges of bringing up their children by themselves, they also have to deal with everyday obstacles created by members in their communities, in their society and even in their families. People do not accept a mother playing the role of both parents or do not believe a mother can be good enough to do both parts.

Now, no brand in the Middle East has addressed these cultural issues that single moms face.

So, as the world celebrated Father’s Day on June 21 with deserving tributes to dads, Home Centre, a leading home retailer in the Middle East, has used Father’s Day as a stage and the launchpad to support those moms who double up as dads, and the start of a year-long initiative.

Through a moving film titled, “A Dad’s Job”, launched on social media, Home Centre is first sharing a message to those who are living without a dad, that this Father’s Day they can also celebrate their moms who do a dad’s job every day. The film shows children saying the one message they’d love to share on Father’s Day.

By featuring real-life single moms and their kids as the cast, and not actors, the film is not another advertisement but an authentic nod of recognition to the moms, letting them know they’re more than able to play both roles.

The film is being supported by influencers in the Middle East, as well as through initiatives to enable, support and encourage single moms in the region across the year.

The creative agency behind this campaign is FP7 McCann Dubai and the production agency is Dejavu Dubai.

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