15% of homes in the Middle East do not have a father.

But single moms, like me, remain a cultural taboo in Arab society.

Often, seen as having failed at being good wives to their husbands.

Never shown in advertising in the Middle East.

Home Centre, a home furniture retailer, challenged that taboo.

On Father’s Day.

A film featuring real people, NOT actors, showed children sharing tributes in what seemed like yet another Father’s Day ad.

Taking on a cultural taboo immediately triggered 50% negative reactions from conservative sections of Arab society.

But Home Centre expected it - and did even more.

Partnering with leading Arab image banks, algorithms were changed, so when people searched for terms related to fathers or families, images of single moms with kids showed up.

“How to Mom & Dad” videos were created featuring single moms doing things Arab dads do.

Career Workshops with certified coaches helped with career mapping and growth.

Most homes have name plates on doors, in the name of the man in the household. Challenging that norm, Home Centre created name plates for single moms.

These name plates could also be customized online.

Tributes from kids of all ages were invited for their moms who double up as dads.

That were then put onto Gifts for single moms in-store.

As well as online.

Inspired by the brand’s acts, key influencers joined in to support the initiative.

The idea travelled across the region earning positive word of mouth, and it travelled the world too, as the first idea from the Middle East to tackle the taboo of showing single moms in advertising.

It impacted culture, it improved the brand's perception and it influenced business growth.

Importantly, it did something no brand has done before for Arab single moms - give them the stage and the platform to be noticed by the world, and has set a new precedence in communications in the Middle East region - one that'll be immortal.

The Results:

“The first brand to recognize single moms in the Middle East.” (Arab Ad)

“A groundbreaking spot.” (Shoot Online)

“No other brand has dared to address these issues.” (Arab News)

“With 80% of buyers being moms, it has resonated not just with single moms but also, with moms across the region.” (Al Jadeed)

The idea travelled:

1) 1.1 billion earned media impressions.

2) $3.72 million earned media value.

3) 102 million cross-platform organic views.

4) 63% of the region reached.

With a $50,000 media and production budget, the positive sentiments earned for tackling the taboo of showing single moms in advertising, overwhelmed the initial negativity, changing from 50% negative to 86% positive.

Resultantly, the positive sentiment impacted the business over the 3-month period starting Father’s Day vs. 3-month period prior, during a health and economic crisis:

1) Consideration: +23%.

2) Relevance: +28%.

3) Footfall: +190%.

4) Revenue: +120%.

5) Purchases: +170%.

Home Centre - A Dad's Job

CREDITS

Gold partners