To answer the brief and the client mission, we’ve found a TRUTH that can change working mothers’ perception. The TRUTH is “Mother spend more time cheek to cheek with their smartphones than with their children.”.

We’ve launched the online video at 22nd March 2017 on YouTube. And before launching the video, we released the press release to over 100 media. We launch a special website and started a social campaign using instagram to collect cheek to cheek photos.

Tier 1: Media Outputs - Over 100 different online media coverage.

Tier 2 : Target Audience Outcomes - Because of this video, the mothers think of their children every time they make phone calls with their smartphones, even when they’re not with their children. And also according to the results of the questionnaire survey on this online video, 60.9% of mothers wanted to have a cheek to cheek contact to their children immediately, 84.6% answered that P.G.C.D. brand reputation has raised after watching the film.

Tier 3 : Business Outcomes - The mothers want to have a cheek to cheek contact with more beautiful bare skin. The face soap of this brand P.G.C.D. provide beautiful bare skin, so the mothers are interested to this brand. The site traffic via this online video has increased.

We find a TRUTH, that “Mother spend more time cheek to cheek with their smartphones than with their children.” Just ONE TRUTH changed working mothers’ perception. The mothers will think of their children every time they make phone calls with their smartphones, even when they’re not with their children.

After we conducted a survey about skin to skin contact between mothers and children, we found a very curious fact. So we’ve decided to show just ONE TRUTH to working mothers. “Mother spend more time cheek to cheek with their smartphones than with their children.”. Most of the mothers got shocked when they knew this truth. So we created an online video based on this research data to reach this fact and we released the press release to online media, especially choosing media that reach to mothers and working women.

Skin to skin contact between a mother who just started working and her child is unknowingly decreasing. Not only in Japan, most of the country and region where women can work as same as men. P.G.C.D. is a company providing facial soap wanted to communicate the importance of skin to skin contact even more than skincare.