Kendra Scott is a jewelry designer and founder, but foremost, a mother. In 2021, we set out to increase her brand’s share of voice during the Mother’s Day season while continuing to support its ongoing philanthropic efforts.
According to USC’s ongoing coronavirus survey, job loss, additional child care duties, and general mental distress disproportionately affected women from the beginning of the pandemic. 1 in 3 working mothers reported that they were the main caregiver compared to 1 in 10 working fathers.
Our campaign highlights the unpaid labor that all mothers (whether work-from-home or stay-at-home) contribute annually. In our campaign concept and work, we bring a solution to the table in order to address the disproportionate effects moms have suffered over the past year, especially calling attention to the toll that no time off takes on mental health.
We created The Kendra Scott Mother’s Day Personal Time Off Fund.
The Kendra Scott “Mother’s Day Personal Time Off Fund” was developed as a way to support mothers and recognize the unpaid labor that they contribute to households—estimated to be nearly $11 trillion annually—with funds to support personal time off.
The PTO Fund awarded 50 deserving mothers $2,000 each for a total contribution of $100,000 towards giving moms across the country the space to focus on their own mental health. This allowed mothers the opportunity to take time off to focus on their mental health without worrying about the financial implications. The funds could help cover costs for childcare, lost pay due to time needed to stay home with family during the pandemic, and much more.
To be considered for the Fund, mothers shared a photo or video on Instagram of their real-life mom moments tagging #WearItLikeAMom and @KendraScott.
Kendra, along with celebrity guest Busy Philipps, surprised 10 of the incredible finalists on Zoom to let them know they would be receiving $2,000 from the PTO fund. Recipients also received the Elisa ‘Mom’ necklace, an 18k rose gold vermeil necklace with a double-sided engraved pendant with the mama’s first name and ‘mom’.
The brand also worked with celebrity partners like Mindy Kaling, who used their social influence to promote the initiative.
The Kendra Scott Mother’s Day PTO Fund was an enormous success. The PTO Fund garnered over 20 pieces of national coverage, as well as local coverage in Kendra’s home state of Texas. Plus, the Kendra Scott brand landed a spot in 30 Mother’s Day Gift Guides including the New York Post, Woman’s Day, TODAY, ET, CNN, and Good Housekeeping!
“Kendra Scott Creates Time-Off Fund Ahead of Mother’s Day as Pandemic Highlights Hardships” - Forbes
“Kendra Scott on Taking Time to Empower Mothers, Young Women and Her Own Staff” - WWD
“This Jewelry Designer is Giving Away $100,000 in ‘PTO’ to Moms for Mother’s Day” - Travel + Leisure
In addition, it received:
Most importantly, 50 mothers were able to take personal time off without worrying about the financial strain it could cause.
The Kendra Scott brand was over the moon about the impact it was able to directly have on mothers, so much so that we are scaling this campaign for Mother’s Day 2022.