Join The Mother Rising for Mothers and Family Caregivers

"The Mother Rising" was produced by an all-female crew headed by director Kimberley Veitch, who has dedicated her career to empowering women and raising awareness of social injustice against women. The spot was specifically created to capture the nuance missing from so many portrayals of mothers in advertising and culture, where mothers are often presented as one-dimensional caregivers, carrying out chores like laundry or the dishes.

Women have been disproportionately affected by the pandemic, currently spending an average of 95 hours per week in caregiving roles. That has led to elevated levels of depression and anxiety, with 35% of mothers reporting symptoms of depression last year, up from 19% pre-pandemic according to Statistics Canada.

On top of the spot launching for Mother's Day, May is Maternal Mental Health Month and today (May 5) is Maternal Mental Health Day.

Title: The Mother Rising
Client: Canadian Women’s Foundation
Senior Director, Public Engagement: Sarah Ruddle
Vice President, Public Engagement: Andrea Gunraj
Vice President, Philanthropy: Suzanne Duncan

Agency: Hard Work Club
Creative Directors/Creative Team: Meghan Kraemer, Christian Buer
Agency Producer: Sam Benson
Business Lead: Cameron Stark
Production Company: Fela
Managing Partners/Executive Producers: Director X, Taj Critchlow
Chief Operating Officer: Dean Rosen
Head of Production: Amir Karimi
Production Manager: Keisha Beattie
Director: Kimberley Veitch
Assistant Director: angelicamilash
Producer: Mikayla Fusollo
Director of Photography: Nina Djacic
First AC: Avigal Levona
Second AC: Alissa Dawn
Gaffer: Rory Sommerville-Bathmaker
Key Grip: Asmaa Er-Rouhi
Swing: Hala Sadovy
Makeup Artist: Temi Shobowale
Key Production Assistant: Ariel Hughes
Covid Coordinator: Pouria Midavoodi

Casting: Jesse Griffiths Casting/Jesse Griffiths

Editing House: School Editing
Executive Producer: Yumi Suyama
Editor: Lauren Horn

Colour/Online: Studio Feather
Executive Producer: Sara Windrim
Producer: Rebeca Ortiz
Colourist: Ana Escorse
Kinetic Typography Artist: Sonia Ruffolo

Audio House: SNDWRx
Executive Producer: Alison Lawee
Singer/Songwriter: NEFE
Music/Mix: Didier Tovel

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