Pure Leaf Campaign
This is the final project of Advertising graduate program at Syracuse University directed by Professor James Tsao. The project is competed by Beca Qian, Jen Phelps, Victoria Neal, Gigi Kawar, Rhea Kurien.
Millennial moms are making their own rules when it comes to parenting. When they are asked: “What is the hardest part of being a mother?“
“Trying to “do it all”
“Always having everyone depend on you for everything 24/7.”
“It’s a full-time job where you get very little credit for all you put in”
“You are responsible for another human being 24/7”
While faced with pressure, she’s appreciating the positives of the situation during COVID-19.
“We are currently stuck at home and all I’m doing is spending time with my kids... This time, I’m actually getting to know my kids and we spend time together playing board games and talking and sticking together! The time has been amazing,.. keeping strong bonds, and enjoying one another's presence in different activities...”
“Be much more mindful of how I spend my time. So I will eliminate my social media time and the amount of time I have to watch the news, and definitely focusing on the meditation, stretching, breathing, thinking about what is the priority during the day. Because I want to stay positive.”
However,
being a mother is a major part of her identity, not her only identity.
And giving that,
RTD tea is a happy and healthy balance between water and other sugar-laden beverages.
Big Insight:
Embrace who you are and accepting the imperfections allows you to focus on the things in life that truly matter.
Embrace the real.
The cultural tension between societal expectations of what a mother is supposed to be and their desire to craft it into their own experience that is best for them.
