We put mums back in school for a day.

4 mums took their children’s places at school and were put through the exact schedule that they have packed their child with.

From the early morning rush for the school bus, to every lesson in school and every activity thereafter. They even had to complete their homework before they get to call it a day.

For the first time, these mums felt what their children felt. The mad rush. The challenges their children faced. The hunger their children felt for skipping breakfast. And the exhaustion that followed.

They finally realised how unbelievably long and tiring their children’s day was. And understood the need to give their children breakfast so that they have the energy to take on their day.

Above all, they learned to be more understanding and forgiving as mothers.

We wanted to make the experience as real as possible for mums to get genuine responses from them. So we worked with the Ministry of Education to allow four mums to take their children’s place at school on an actual school day.

The stories of the mothers are told through 4 online films.

We seeded the films with social media influencers, on trade media, social sites and Facebook to help spark word-of-mouth.

It started a national conversation around the energy needs of school children and the importance of breakfast to meet those needs.

We fuelled the conversation through the news and TV talk shows.

We also created an energy calculator on the Milo website that helped mums tailor weekly breakfast plans that match the energy needs of their child.

A team of nutritionists and influencers visited schools across the country to help make breakfast a habit amongst school children.

The campaign engaged 43% of Malaysian households, garnering high awareness for the brand.

During the month of the campaign, sales on e-commerce increased by 102%.

SOCIAL IMPACT:

Breakfast occasion amongst children increased from 72% to 79%.

It made a nation realise that our children do not have it easy. They need their parent’s care and understanding as much as they need breakfast to take on a school day.