We know that moms are awesome, and we couldn’t be more grateful. Looking to to spread more love on Facebook for Mother’s Day, we encouraged users to go beyond the basic well wishes and dig deeper to express love and gratitude for their moms. The goal was to have sons and daughters share what they’ve accomplished, who they’ve become, and what they believe in — all thanks to Mom.

Our moving campaign directed by Tatia Pilieva brought great results for the brand and generated conversations between Facebook’s users. There are as many different types of moms as there are people — and each relationship is different. With this campaign we tried to explain that no matter what, relationships with mothers are always important.