Many co-workers are negatively impacted when moms taking their 3-month maternal leave and afterwards. The fact that they need to continuously support moms even after mom are finally back are not something small to ask with the pined-up feeling of ‘just because I didn’t choose to have kids, it doesn’t mean that I should sacrifice my own time’. Aside from that, there are also other irritations that we saw from our interview and online comments: noises from the breast pump, the discomfort of seeing a woman pumping in public.

We create campaign and hero video "THANK YOU LETTER"  to reducing these prejudices by bridging the gap and engaging co-workers in the ways of how supporting moms can turned into support them in reverse. The video will capture the audience’s attention from the first second with Thai-style drama that is also an experience that the audience can relate to as it often happens in an office environment. There is a plot twist in the end that will create understanding as she grateful talks to her colleagues and company. She as a quality employee is also willing to repay her company and colleagues from her heart as well.

RESULTS
The campaign, especially the hero video are touching and being talked in wide range publisher such as MGR online, Bangkokbiznews, Workpointnews, Marketingoops, Brandbuffet, Jobsdb, etc. And turn negative attitude of mom's colleagues and company to positive and some of moms and mom's colleagues show their support online, we received 100% positive sentiment for the campaign, 51% Supporting the campaign, 20% Mom sharing their experiences in their offices, 14% Moms thanking their co-workers, 10% Tagging others to raise awareness and 2% Shows their company facility.