Mother’s Day is a global celebration of love. Every year, very many mums miss out on that love. Thousands of stray animals face a reality where motherhood is a direct threat to their survival.

This year, the Special Secretariat for the Protection of Companion Animals and the Ministry of Interior of Greece are subverting the holiday’s traditional warmth with a campaign by creative agency, The Newtons Laboratory and PR agency, Gravity The Newtons. By juxtaposing festive themes with the harsh realities of abandonment, the campaign highlights the tragedy of animal overpopulation in urban areas.

The goal is to transform the holiday from a day of sentimentality into a day of advocacy. Under Greek law, municipalities are responsible for the safe spaying of stray animals, but active citizen engagement is vital to ensure these programs are prioritised. A simple phone call to local authorities could be a profound act of compassion, offering stray mums the greatest gift of all – if not a forever home, then a safer, healthier life.

Credits
Clients: Greek Ministry of the Interior & Special Secretariat for the Protection of Companion Animals
Agencies: The Newtons Laboratory & Gravity The Newtons
Creative Director: Giannis Sorotos
Copywriters: Dionysia Lampadariou, Christos Tsirigotis
Art Director: Gabriella Mousouraki
Account Director: Sofia Kornarou