TCP-TBWA\Indonesia launches #AdoptAMother initiative to highlight the plight of elderly mothers abandoned in aged care facilities by families

AdoptAMother.jpgTCP-TBWA\ Indonesia recently launched a new initiative, #AdoptAMother, in conjunction with Indonesia's Women Appreciation Day. The initiative aims to draw attention to the growing number of Indonesia's elderly mothers abandoned in aged care facilities by their families.

According to Indonesia's Agency of Social Welfare Coordination (BK3S), seven out of ten nursing home residents are widowed mothers who have been virtually abandoned by their adult children.
"In Asian societies, we tend to assume that we take good care of our aged parents," said Wisnu Satya Putra, TCP-TBWA's Group Strategic Planner. "Historically this was the case, with extended families the norm, and taking care of ageing parents and grandparents seen as a duty. Now, rapid urbanisation and lifestyle demands are changing society in sometimes alarming ways."

AdoptAMother_2.jpg"Adopt a Mother is our way to bring back a little of the joy of motherhood. We can never hope to replace a real caring family relationship, but the simple act of sharing your time with a mother who has lost personal contact with her own family can, we think, make a life-changing difference."

The public are invited to participate by 'adopting' one of the mothers in aged care facilities featured on the initiative's website. It's not an official adoption process, but rather a personal commitment to respond to a mother's needs for time and companionship, as if they were members of your own family.


Wisnu further explains, "If a mother shows her love with a hug, then we ask participants to return her kindness with an even bigger hug on Mother's Day. If a mother prefers to express herself in a letter, then we ask they take the time to respond with a nice long letter. A sympathetic ear might be all a mother asks of her adoptee. It's not money or gifts mothers need. Often the most precious gift people can share is simply time itself."

TCP-TBWA\Indonesia hope that by simply creating awareness of the issue, they may encourage more sons and daughters to get back in touch with their own elderly mothers.

The movement rolled out in December, with plans to take the idea to other countries in Southeast Asia in 2015. Visit the website

Credits -
Executive Creative Director: Stephen Dodds
Associate Creative Director: Redy Pramanjaya
Art Director: Atika Kusumawati
Copywriters: Rena Wigastari, Satria Pertala Pamungkas, Ginna Finalis
Photographer: Lucky Taruna Dwipa
Director: Dimas Prasetyo
Production Company: Pirate Online
Production Company Head Producer: Siwi Herdiani
Planning Director: Enita Budiyanti
Planning: Wisnu Satya Putra
Executive Producer: Wisnu Satya Putra
Interactive Agency: Tequila Digital
Interactive Group Head: Faradi Bachri
Social Media Creative: Agung Eka Putra
Senior Interactive Developer: Ruals Sarip
Programming: Ruals Sarip

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