We found the answer to this brief in the simple yet universal idea that unconscious bias is a force that threatens human potential globally, and our moms are our first advocates—the original activists. In big and small ways, they fight for us, encourage us, and herald our potential whenever they get a chance. At a time when our differences threaten to divide us, a mom’s love shows us what it means to stand by each other, hold each other up, and champion one another no matter what. Through the work, we set out to show the impact of bias on people’s lives, whether it’s race, gender, religious, disability, sexual orientation, or class, and how when bias rears its ugly head, a mother’s love can overcome. Just imagine what the world would be if we all saw each other through a mother’s eyes.

Through the work, we set out to show the impact of bias on people’s lives, whether race, gender, religious, disability, sexual orientation, or class, and how a mother’s love can overcome. Every time there was a need to add a collaborator, we became increasingly intentional in building a team that included women, people of color, people from different cultural backgrounds, and members of the LGBTQ community. The campaign launched 100 days before the Opening Ceremony, when the Olympics conversation begins with media and consumers. We continued to bring our story to life at highly relevant moments leading up to and during the Olympic Games via content generated/distributed across paid, earned, and owned channels that told deeper stories of real Olympians who faced bias.

The synchronous release of P&G's "Thank You, Mom" spot and MILCK's single "Ooh, Child," succeeded in messaging MILCK's ethical and aesthetic priorities to an audience that would otherwise be inaccessible to an emerging artist. The impact of the commercial was evident in MILCK's streaming statistics - "Ooh Child" launched with an average of 400% more streams than the other tracks off of her first studio album. MILCK & P&G premiered the spot on The Ellen DeGeneres Show, immediately expanding it's reach to a huge and engaged audience. After the launch, MILCK was invited to speak at numerous women's events (hosted by Fortune, Spotify, NowThis Politics, etc.), successfully launched a foundation against domestic abuse and solidified her role as a leader in the #metoo movement. The P&G spot provided remarkable commercial visibility for this new artist, all the while uplifting MILCK's poignant and daring message.