• by Larissa Faw , May 12, 2017

Once again this year a number of agencies are lending their talents to Mother's Day campaigns.

American Greetings, along with MullenLowe and post-production house PS260, are introducing the "Give Meaning" initiative that suggests how cards help give meaning to the things, people and real moments in life. The "Tattoo" TV spot shows a daughter getting a tattoo to honor her mother. Consumers are also encouraged to share their Mother's Day story using the hash tag #GiveMeaning.

Influencer marketing agency Clever is working with 41 influencers to promote JaM Cellars Butter Chardonnay wines as part of its Mother's Day celebration.

Thirty-five influencers like Alexis Murphy and Jenell B. Stewart selected themes for a Mother's Day celebration, including 'Top 5 Ways to Butter Mom Up.' Then they developed editorial and photo content based on their chosen theme that runs across their social media platforms.

Clever then selected six additional influencers to host Mother's Day-themed parties with JaM Cellars Butter Chardonnay, capturing their events on Facebook live video and Instagram posts, and then recap their events in editorial and photo content, sharing the content across their social channels right before the Mother's Day weekend.

These influencers are required to share a link to their blog post in two tweets and once on Facebook, as well as at least one image on Instagram promoting their post or party. Those hosting parties are required to live share via Facebook live video as well.

Mother NY is recognizing moms with an in-house passion project designed to help women reenter the workforce. Timed to coincide with Mother's Day, the newly launched  website  www.thepregnancypause.org provides mothers with tools to fill gaps on LinkedIn and their resumes that may have happened because they took time to raise children. The Pregnancy Pause also  provides a phone number for potential employers to call, which provides a pre-recorded message offering facts about the importance of maternity leave.

“My favorite ideas are always the ones that help solve a problem," says CCO Corinna Falusi. "We wanted to give working mothers in the U.S. a simple tool for this problem, and make it easy for them to own maternity leave as the full-time job it truly is."

 J. Walter Thompson New York and non-profit Save the Children are using the holiday to raise awareness of the stark realities of adolescent pregnancy. Every year 2.5 million girls under 16 give birth against their will.

The campaign's website ChildMothersDay.com encourages visitors to donate $5.99, the price of any Mother's Day card, to help save a child-mother and "give her her childhood back," the agency says. Social media support will direct people to the site where they can learn additional facts about this issue.