Hallmark
Dear Mom (TV, Digital, Social)
Copywriter
Mothers of children with special needs are much less likely to see families like their own represented on television. Hallmark’s Mother’s Day campaign sought to change that by telling a more inclusive story. This story follows a mother-daughter relationship through time, told from the perspective of a daughter with Down Syndrome. Our spot was produced with help from the Down Syndrome Guild of Greater Kansas City, whose generous input made sure our choices were authentic and resonant within the Downs community.