There are millions of mums across the world whose lives have been ruined by conflict, disease and famine, but their dedication to their children never ends. We wanted to celebrate that on the day we think about our mums the most – Mothers Day. Could we lift Oxfam’s annual motherhood appeal with our own affection?
So we created the World’s Happiest Mothers Day Card, which grew and grew as people gave. The more donations we received, the ‘happier’ the card became. Our artist - Lizzie Mary Cullen - designed the card live, bringing that happiness to life. Over 5 days, people could dedicate squares on our huge canvas to their mum. Then, innovative laser technology picked out the square so the design could flow in. It was hosted at London’s Westfield shopping centre and broadcast online.
There were over 80,000 hits to the site, including over 4,300 dedications online and hundreds more through social media. That equates to one dedication for every minute that our artist was at work. Oxfam’s main site traffic was also up 200% from normal levels.
Best of all, mums like Sayantha have a dairy cooperative which is giving their community new life. A widow from the Sri Lankan conflict, she’s a proud mum. “Everything I do is for my daughters”, she says. Just one of the many mothers we’re honoured to have helped..