Home Centre is the first brand in the Middle East to take on what is an untouched topic in Arab advertising.Over 15% homes in the Middle East don’t have a dad (Source: Gallup).Many Arab single moms tend face economic, societal as well as cultural challenges of bringing up their children by themselves.Now, no brand in the Middle East has addressed these issues that Arab single moms face.So, using Father’s Day as a stage, through a film titled, “A Dad’s Job”, Home Centre, a home retailer, celebrated those moms who double up as dads every day, showing children sharing what they’d love to share on Father’s Day, only to reveal a surprising twist.By featuring real-life Arab single moms and kids (not casted actors), the film is an authentic nod of recognition to Arab single moms, letting them know they’re more than able to play both roles.
“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.
Filosofia
So, as the world celebrates Father’s Day on June 21 with deserving tributes to dads, Home Centre, a leading home retailer in the Middle East, is using Father’s Day as a stage to support those moms who double up as dads.
Problema
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.