J. Walter Thompson Dubai and HSBC UAE Launch “I Recommend Mum” Campaign

Returning to work after taking a break to fulfill the duties of motherhood is a daunting task. HSBC UAE understands how overwhelming it can be for mothers when they re-enter the work force. They worked with J. Walter Thompson Dubai to create a new campaign called “I Recommend Mum,” which highlights these difficulties.

In the video, children express hopes, wishes and appreciation for their mothers.

Surveys suggest that one in ten women are nervous about going back to work. This could be the result of the pressure these women have to keep their commitment to staying home with their families and the commitment to maintaining a professional network.

However, the reality is that two out of five managers are convinced that mothers are able to do their jobs better, by multi-task more effectively and being more motivated and efficient — helping both business and economic development.

With Dubai Expo 2020 getting closer, the local Dubai government has directed much of its attention on empowering women in the workforce, recognizing their multi-faceted roles as professionals and mothers, and providing assistance in placement and growth to make their transition back to work accepting and supportive.

Along with the campaign, HSBC is offering three free workshops on resume writing and interview skills for mothers looking to re-join the workforce. The offer received an impressive response of over 450 applications.

The creative leads on this campaign from J. Walter Thompson Dubai were Akhilesh Bagri and Gautam Wadher, with online production by Aly Seif Al Nasr.