Due to their cultural roots and upbringing, Indonesian mothers are inherently required to follow a specific set of methodologies and mannerisms in raising children. Having been scrutinized by their family members, peers, and society in general, a mother’s inability to comply with these pre-established parenting standards tends to lead to Mom-Shaming. This, in turn, causes mothers to lose confidence, question themselves, and suffer from both anxiety and depression.
#CintaBundaSempurna”
Mothers Perfect Love Test
Challenge
Inspiration
While society actively judges these mothers’ parenting capacity and performance, we discovered that at the end of the day, there is only ONE TRUE judge that can assess how well these mothers are doing. And that is the children themselves. Only they have what it takes to truly judge whether, in their eyes, their mother’s love is perfect, or not.
Idea
We launched a social experiment called “Ujian #CintaBundaSempurna” (#MothersPerfectLove Test), to get mothers to reflect, assess and score their own overall performance as a mother.
Every mother scored themselves low, and this was expected, given societal and self-created pressure. But the twist was bringing their own children as the final judges to score how their mothers parenting skills. Capturing the moment when the most important judge of their life, their child scored them a perfect 100% elevated the power of this social experiment.
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