Al Umobuwah: Putting 'Mum' into 'Parenthood'.

Babyshop's brand stands for celebrating parenthood, but the Arabic word for parenthood comes from a paternal root and leaves mothers out. The brand wanted to honour mothers around Mother's Day.

FP7/McCann worked with Arabic writers to build a word that holds both motherhood and fatherhood. An online film showed people adopting it, Arab influencers spread it, and an Al Umobuwah clothing line and in-store experiences followed, with the long-term aim of getting the word into the dictionary.