Society tends to pigeonhole mothers, making it seem like they only have the capacity to be caretakers.
In its latest Mothers Day campaign, First Abu Dhabi Bank (FAB) challenges the misconception of mothers being only caretakers. The ‘Work Like A Mom’ film campaign, conceptualised, produced and directed by Havas Middle East, draws parallels between the the life skills that all mothers naturally have and are highly coveted skills in the workplace.
While a survey by Bayut.com showed that 59.46 per cent of female respondents found it challenging for moms to get back to work in the UAE, a recent study has shown that a mother’s brain is actually rewired during pregnancy and functions more efficiently post-pregnancy. In fact, another study states that nearly 29 per cent of employers can see their employees’ teamwork improve after they give birth, and 35 per cent say their multitasking skills improve.
