Anmum celebrates all kinds of mothers on Mother’s Day

ANMUM launched a social campaign today with a fresh take on Mother’s Day. As a global nutritional milk brand for pregnant and lactating mothers, Anmum believes in celebrating the intangible essence that makes a mother, a mother.

Anmum recognizes how the role of a mother in a child’s life can be both defining and pow- erful. But, this time, Anmum also wanted to celebrate that mothers need not be the ones who brought us into this world, rather they can also be the ones who’ve shaped us.

Anmum has launched a poignant video campaign, taking a broader view on the role of a ‘mother’, celebrating all whowork tirelessly every day in the role of loving and shaping our children. Anmum encourages everyone to celebrate more than just their own mothers this Sunday, but to also celebrate the ‘others’ that have been so important in raising them.

The campaign is anticipated to run for two weeks in Malaysia, Hong Kong and the Philippines.

Corine Ooi-Bremner, Group GM Global Maternal & Paediatrics for Anmum commented, “Anmum appreciates and supports mums in their desire to raise amazing young minds. And because Anmum celebrates all kinds of mothers, we want to find a way to appreciate all amazing individuals who show nothing but love to the ones they’ve raised. Anmum salutes all who provide affection and support to children as we celebrate moms and all others who have made a meaningful difference in the life of a child.”

“Anmum has always been incredibly passionate about finding all kinds of ways to celebrate the power of motherhood. So for us, a chance to help communicate that passion in a way that is both fresh and insightful this Mother’s Day was a great experience,” said Primus Nair, ECD, BBDO Singapore.

View video: http:// youtu.be /YpcdaLB_aoE

Happy Mother’s and Other’s Day!