As the G8 Summit opens in Italy this week the advert will run globally on Monday, 6th July, 2009 in the world’s leading newspapers such as The Times, Le Monde and The Wall Street Journal.
The work supports the worldwide ‘Maternal Mortality Campaign’ led by some of the world's most influential women in partnership with the charity ‘The White Ribbon Alliance for Safe Motherhood’*. Her Majesty Queen Rania of Jordan, Wendi Murdoch and Indra Nooyi (CEO, PepsiCo) launched the campaign at a dinner for women in Davos during the World Economic Forum 2008. They have been joined by other powerful women including Sarah Brown, Claudia Schiffer, Emma Thompson, Annie Lennox and Yoko Ono.
“Briefs like this are why people work at Saatchi & Saatchi. This is a hugely significant campaign and we hope these ads will draw attention to the important decisions to be taken by the G8 leaders in Italy,” says Robert Senior, CEO of the SSF Group.
The adverts show the G8 leaders pictured with their mothers, presented as a family photo album. They are simply asked to make their mothers proud, by working together to honour previous pledges of action. The end line, ‘Your mother taught you how to write your name, now she’d expect you to sign it’, is accompanied by a space for each leader to sign their name in support of the campaign.
* The White Ribbon Alliance is an international coalition bound together by a common goal: to ensure that pregnancy and childbirth are safe for all women and newborns in every country around the world. http://www.whiteribbonalliance.org/