DOVE Chocolate
The Promise of Moms
It’s time to mom the job.
So many women leave their careers to care for their families - sometimes by choice, sometimes out of necessity. When these moms attempt to re-enter the workforce, their ‘mommy gap’ often leads to unfair hiring bias. F-ed up, right?
But here’s the thing: moms skills are job skills. Know anyone who can budget, problem solve, manage time, and communicate under pressure better than a mom? Didn’t think so.
And yeah, chocolate is a lovely Mother’s Day gift. But this year, we offered moms something they could really use: a sweet reminder that we see their promise. And we’ll get recruiters to see it too, through the first-ever AI tool curated to help moms translate invaluable mom skills into the job skills recruiters will notice.
impact
Growing up with a single mom who struggled to re-entered the workforce after her mommy gap (while I was just playing Club Penguin in my room), this project meant the world to me — and TBH, I think that impact, truly helping moms, is worth highlighting. But…. I’ll highlight the 😜marketing😜 impact too.
589 placements, 309.6 million impressions, and an exclusive with Forbes
AWARDS
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AWARDS 👏
SABRE Awards
shortlisted in tools and tactics:
best use of artificial intelligence in PR