In the lead up to Mother’s Day, Mums in Ads (MIA) is launching a common Mother’s Day gift with an uncommon $876,000 price tag.
Reflecting the average cost of motherhood in Australia, the $876,000 sum was recently unearthed by research commissioned by Australian non-for-profit group, The Parenthood.
A recently formed industry network, MIA aims to tackle the underrepresentation of mothers in the advertising industry, drive discussion around the reasons behind this and ultimately create change.
Says Julia Spencer, co-founder, MIA: “Hand creams are, unfortunately for us mums, a bit of a go-to gift for Mother’s Day. So we thought we’d turn a gift that no mum wants into a conversation that every mum needs.
“We know that Australian mums, across their lifetimes, are facing an eye-watering amount of lost earnings and superannuation. And with so few women in top positions in the advertising industry, it’s not a stretch to guess the motherhood penalty is rife.”
The campaign aims to start a conversation addressing the underrepresentation of mums in the advertising industry and hopes to ultimately motivate employers to engage in a dialogue with women on how motherhood and career progression can work together.
When asked about the campaign, Regina Stroombergen, co-founder of MIA says: “Along with the barrage of motherhood stereotypes at this time of year, mums in ads, as well as other industries, are faced with the double standard of how society says we value mums and how they actually feel valued by current and potential employers.
“From being denied part-time hours, to dodgey maternity leave schemes to being overlooked on career-defining opportunities – the ad industry may be changing how it attracts women but still has an uphill climb when it comes to retaining them.”
Bidding on the $876k Hand Cream is now open, with all proceeds going to The Parenthood to support their work in championing the policy changes necessary to support parents and carers to ensure children can thrive.
Says Georgie Dent, executive director, The Parenthood: “Australia lags behind the developed world when it comes to paid parental leave and access to affordable childcare and it’s mums who pay the price – literally.
“At a time of year where mums are being celebrated, this campaign aims to bring into focus the inequality faced by Australian mothers as revealed by our research. For too many women in Australia, poverty or financial insecurity is the price they have to pay for a lifetime spent caring. It’s not good enough. The Parenthood is lobbying to change that.”
Adds Spencer: “We doubt that the hand cream will hit its ludicrously high reserve. $876,000 is a lot of money to part with… and that’s the whole point.”
To place a bid, head to the listing here.
To find out more about The Parenthood and how to get involved, go to theparenthood.org.au.
Follow @mumsinads on Instagram.