· Prega News #shecancarryboth campaign challenges societal views on working mothers' roles.
· The campaign highlights a girl’s admiration for her military mother, emphasizing how working mothers inspire children and break stereotypes.
Prega News, India's leading pregnancy detection kit brand, launched a Women's Day campaign, #shecancarryboth, addressing societal attitudes toward working mothers. The campaign video highlights the struggle to appreciate women balancing professional and maternal roles.
The narrative follows a parent-teacher meeting where Sanvi waits for her mother, facing judgmental whispers from other parents. The story shifts when her mother, a decorated Army officer, arrives in uniform. Sanvi then reads an essay on her role model, challenging stereotypes about balancing maternal and professional roles.
Joy Chatterjee, Vice President, Sales and Marketing Head of Mankind’s Consumer Business Unit said,"Through this campaign, we aim to spark a crucial conversation about how society views and treats working mothers,While women have made significant strides in their professional journeys, societal mindsets often lag behind, creating unnecessary pressure and judgment. This campaign reinforces our commitment to supporting and celebrating women who challenge these stereotypes."
An Ashoka University report reveals 73 percent of Indian women leave jobs after childbirth, with 48 percent dropping out within four months. Prega News' campaign highlights a military officer balancing motherhood and career, emphasizing that maternal love isn't defined by traditional expectations.
Mr Chatterjee added. "What makes this campaign special is its focus on the child's perspective. Through Sanvi's heartfelt essay about her 'superhero' mother, we see how children appreciate and draw inspiration from their working mothers,This narrative challenges the guilt often imposed on working mothers by highlighting how their professional success can positively influence their children's aspirations."
The #shecancarryboth campaign reflects Prega News' commitment to women's empowerment, continuing from last year's initiative. As India's leading pregnancy brand, it champions progressive values and challenges societal norms limiting women's potential.
