endota unlocks the real emotion of Mother’s Day in brand new ‘endota loves Mums’ campaign

Mother’s Day is a key day for telling Mums that they are loved. endota loves Mums, so it started wondering why so many people hold their admiration, praise and true gratitude towards their Mum inside until their funeral. endota hopes to change all of that, and let Mums hear how appreciated they truly are with the launch of a powerful new campaign, endota loves Mums.

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Developed by endota’s in-house creative team, endota loves Mums captures the raw emotions of six unsuspecting people invited to take part in a Mother’s Day experiment. Unaware of what the experiment would involve, the partcipants were given a list of prompts (“When I imagine my Mum, I see her…”, “Now that I’m a parent myself, I can aprpeciate that my Mum….”, “If my Mum were not around I would feel….”) and asked to reflect on what their Mums mean to them.

They were then were asked to take the confronting step of calling their Mums to relay their feelings – a task so simple in theory, but in reality hugely emotional, surprisingly difficult and ultimately hugely rewarding.

Launched via YouTube and cinemas around the country, the touching campaign encourages Australians to open up and tell their mums how they really feel this Mother’s Day.

Says Kellie Langeliers, endota spa content manager: “We really upped the ante and set ourselves a huge goal with this campaign.  endota is driven by our very real connections to our clients; most of whom are women.  Mother’s Day is so important to our clients, who often span multiple generations, and so we wanted to create something that would speak to them, and connect to generations of Mothers and children.

“The whole team worked really hard to bring together something that we hoped would be compelling, but it’s turned out so much better than we’d hoped.  Having watched the video hundreds of times, we’re still passing the tissue box between us every time we press play.”

In a further bid to encourage people to unlock their emotions this Mother’s Day, endota is offering endota loves Mums gift cards with reflection prompts, free with any gift voucher or gift package purchase from any of their 82 spa locations around Australia.

Produced by Gozer, ‘endota loves Mums’ will be streamed online and in cinemas in the lead up to Mother’s Day, whilst radio advertising via the DMG network and regional TVCs will commence from 28 April.

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