Mother's day was inching closer and Safaricom, Kenya's largest telecommunication brand needed a unique angle to celebrate these wonderful community pillars. Society had two different standards for women and mothers on the one hand, and men and fathers on the other. There was an unfair expectation of mothers to be the strongest in the room; whether they are playing the role of being a mother, friend, sibling, colleague and partner, forgetting that Mum's are also human.

Safaricom leveraged Mother's Day, to allow mothers to embrace their 'humanness', the highs, the lows, their wholesome human moments. We coined a new word, HUMUM, that would help women trade the stereotypes and judgements, embracing their whole selves. We gave women a safe space to express themselves and their journeys as mums genuinely. They used this platform to connect and support each other, creating a movement that empowered them to soldier on in their humum journey. #ProudlyHuMum; denoting their role as mum, but one who is also human.

Hundreds of stories trickled in, led by several notable celebrities resonating with the cause, giving the campaign free publicity. The campaign surpassed all KPI's across all digital touch points, garnering over 14 million impressions across platforms.