Women’s social network Peanut is running its first Out-of-Home media campaign, using the trusted public screen to highlight the sometimes-difficult reality of Mother’s Day.
The open and truthful multi-format campaign content is inspired by findings from research, conducted in January this year, amongst the Peanut community that revealed how emotions around Mother’s Day are complex, and often difficult to articulate.
The campaign uses the trusted public screen to validate this wide range of emotions, bringing them out in the open in front of the widest possible audience, aiming to reach anyone who is struggling with the implications of Mother’s Day with a message of support and understanding, emphasising the key point – that they are not alone.
The campaign also signposts women to the online Peanut social network, helping them to connect with others in the extensive Peanut community who may be experiencing the same emotions and struggles as they are, providing access to further support and understanding.
Absence of community during women’s life stages, such as fertility, pregnancy, motherhood and menopause, means that these topics have a social taboo leading to feelings of isolation, loneliness and depression. This campaign aims to shine a light on these struggles, normalise the conversation and let women know they’re not alone. No one should have to suffer in silence, especially on Mother’s Day.Michelle Kennedy Founder & CEO, Peanut
Campaigns on the public screen reach everyone, so they have a proven ability to build communities, uniting people through their circumstances as well as through who they are. The Peanut campaign embodies the very best of this, sparking conversation about difficult subjects by bringing them into the public domain via the trusted public screen, ensuring anyone previously feeling isolated by their circumstances, or by how they feel, now knows they are not alone, and that the supportive, welcoming Peanut community is there to help.Joe Hills Head of Nurture, JCDecaux UK
