P&G continued their ‘Maaf Ibu’ campaign, honouring the Indonesian tradition where families reunite to seek forgiveness from their mothers.
Maaf Ibu
Because of you mom,even more. I can pass all tests of life
Service
Marketing
Client
P&G
Industry
Manufacturing
Challenge :
As a reminder to honour moms, Indonesians cherish Ramadhan as a special time. Families unite, bow down, and seek forgiveness from their mothers. P&G upholds this tradition through their ‘Maaf Ibu’ or ‘Sorry Mom Campaign’. However, in its fourth year in 2020, an unexpected event occurred: COVID-19.
Solution :
Despite challenges, P&G remained committed to illustrating the indispensable role of mothers, particularly during difficult times, through digital dialogues about maternal support in our lives. P&G introduced their heartfelt narrative, underscoring the unique significance of this year’s Ramadan, where physical distance draws our hearts nearer together, encapsulated by the hashtag #dirumahsaja.
Results
In every effort to ensure that the Maaf Ibu 2020 Campaign resonated across Indonesia, honouring mothers, P&G expanded its impact through collaborations with media partners, commerce, and digital amplification. This campaign further strengthened its mission to honor mothers in Indonesia, acknowledging their invaluable role. Expressing gratitude, messages like “Because of you, Mom, I can overcome life’s challenges” were shared with #sorrymominmylife.
Because of you mom,even more. I can pass all tests of life
In 2020, despite the unexpected challenges of COVID-19, P&G continued their ‘Maaf Ibu’ campaign, honouring the Indonesian tradition where families reunite to seek forgiveness from their mothers. This campaign highlighted the invaluable role of mothers, especially during difficult times, through digital conversations and heartfelt stories. P&G’s initiative during Ramadan emphasised how distance can bring hearts closer with #dirumahsaja.
Through collaboration with media partners, commerce, and digital amplification, P&G extended the reach of the Maaf Ibu 2020 campaign, further honouring moms across Indonesia. The campaign’s success underscored the enduring importance of mothers in our lives, inspiring gratitude and reflection with messages like “Because of you mom, I can pass all tests of life. #sorrymominmylife.”