“Mother By Choice” Campaign For Mothers Of Specially-Abled Children

On the eve of Mothers’ Day, children’s fashion brand ‘Little Kangaroos’ launches “Mother by Choice” campaign, a platform which focuses on mothers of specially-abled children. In next six months, the company will offer its retail outlets in Mumbai, where the mothers can come together to understand each other's difficulties and help each other in raising their special kids. The campaign is supported by a 4:46 minute’s video which is broadcasted on YouTube. The video has raised eye balls and saw a tremendous response. It has gone viral and garnered over 3 lakh views within two days of its launch on YouTube and Facebook. The film salutes the mothers, who are bringing up children with mental and/or physical disabilities, through highlighting the challenges that they face every day with dedication, grit and determination. The Mothers’ Day this year is being celebrated on May 10.

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•On Mother’s day eve, ‘Little Kangaroos’ launches #MotherByChoice Campaign

•In next six months, ‘Little Kangaroos’ will host meet-ups for the mothers of special children at their retail outlets. The mothers can come together and help each other by sharing their own experiences.

•The campaign is supported by a video on ‘special mothers’. The film goes viral with over 500,000 views on YouTube and Facebook, within two days of its launch.

On the eve of Mothers' Day, children's fashion brand 'Little Kangaroos' launches "Mother by Choice" campaign, a platform which focuses on mothers of specially-abled children. In next six months, the company will offer its retail outlets in Mumbai, where the mothers can come together to understand each other's difficulties and help each other in raising their special kids. The campaign is supported by a 4:46 minute's video which is broadcasted on YouTube. The video has raised eye balls and saw a tremendous response. It has gone viral and garnered over 5 lakh views within two days of its launch on YouTube and Facebook. The film salutes the mothers, who are bringing up children with mental and/or physical disabilities, through highlighting the challenges that they face every day with dedication, grit and determination. The Mothers' Day this year is being celebrated on May 10.

"Indeed", says Arun Lalwani, Director of Little Kangaroos, "these mothers are perhaps the most neglected lot of our busy society. No one bothers about them as they are never prominent prospects for any products or services. We realize this and have decided to do something about it. We have already promised to provide uniforms to all children of Muskan Foundation. All mothers featured in the movie are being supported by Little Kangaroos through various ways"

Little Kangaroos has announced that they would play an anchor's role in building a community of such mothers through a series of initiatives under #MotherByChoice campaign. The brand has agreed to network with most of the NGOs and offer/host common meet-up points for the mothers and children of this category. Also planned are initiatives such as a Facebook page, groups and Google Hangout Session for such mothers. Little Kangaroos has also planned 'me time' activities such as arranging movie shows, tips on personal care, etc. on a regular basis. All these initiatives will be implemented within the next six months at Mumbai.

Commenting on the video, Dinesh Malhotra, co-founder of LCmediaHouse, "this is a tribute to the determination of such special mothers. While most of them are aware that this challenge is lifelong, they take each day with so much of joy and responsibility. As an agency, all that we needed to do was to shoot. Each mother that we spoke to, evolved the script further"

The need for such a platform was best summed up by Abha, who is one such mother, "while most of my friends with normal children are networking with each other on school and college options for their children, I am struggling to teach my teenage daughter on how to wear her clothes. Mothers like me are grateful to Little Kangaroos for creating a platform where I can learn from experiences of other mothers like me. The video is a real honest effort to focus on our challenges."