On average 77% of mothers in the UAE who have taken time out from their careers to have children, are keen to get back to work. But for mothers, there’s nothing as intimidating as the decision to return to work after taking a break to handle the most important job of all.

The HSBC consumer profile skews mostly male. Recognizing the untapped potential that exists amongst women across households, we wanted to increase our relevance in this segment group.

And more importantly, instill lost confidence among mothers and equip them with the tools they need to return their careers.

The film titled ‘I Recommend Mom’ launched HSBC’s initiative to help women on maternity breaks return to the workforce. It’s a mix of spontaneous reactions of kids when asked to write about a day in the life of their mothers and mood shots that brought perspective to their words. The films objective was to shatter the stereotypes that revolve around working mothers. It was launched to a great reception online on International Mother’s Day.

To make the content as credible as possible, we asked a group of kids between the age of 5 to 10 to write essays about a day in the life of their mothers. We then stitched together their stories and spontaneous reactions along with shots that were inspired by the same to create this moving piece of content.

The video was launched on International Mother’s Day on the HSBC Facebook Page and on YouTube.

The call to action at the end of the video invited Mothers on a break to free workshops conducted with a third party recruitment agency on resume making, confidence building and interview skills. 5 of these workshops saw full attendance.