Fancy Unveils Cure For "Mom Guilt" In Marshall Plan Video

In the lead up to Mother’s Day, national nonprofit organization Marshall Plan for Moms is releasing a campaign that promises a “cure” for mom guilt: affordable childcare, paid leave, and equal pay for moms.  Led by Girls Who Code founder Reshma Saujani, Marshall Plan for Moms in this video calls attention to the burnout and exhaustion America’s moms are facing and invites moms and those who love them to join the movement for change.  

With a sense of humor and humility, the video is a spoof on a stereotypical pharmaceutical ad, highlighting the tell-tale symptoms of chronic mom guilt and even the likely side effects of the cure (think: joy, sleep, sex, and the pleasure of pooping in private). Jessica Weber edited the video which consists of stock footage.

Marshall Plan for Moms wanted to tap into a cultural moment that is known for celebrating moms but do so in a way that recognizes and highlights what moms are actually experiencing and shines a light on their truths.

NY-based creative agency Fancy--founded and owned by moms--drew from personal experiences in creating the campaign, called “Mom Guilt,” which includes sharable video, social, and guerrilla tactics letting moms know whether they work from home, stay at home, or are in the office, they are not alone, their pain is real, and Marshall Plan for Moms has their backs. 

“No one expects motherhood to be easy,” said Saujani, founder and CEO of Marshall Plan for Moms. “But for moms in the U.S., who are working around the clock trying to do two full time jobs without basic support, it’s almost impossible. And the worst part is that as moms we think we are the ones who are failing, that it’s our fault. This Mother’s Day, we wanted to turn that mom guilt on its head and say: “Hey moms, the problem isn’t you, it’s America.”

This initiative is the latest in a series of actions from Marshall Plan for Moms to center mothers in our economic recovery. In January 2021, the Marshall Plan for Moms launched with an ad in The New York Times calling on the White House and Congress to value women’s labor and pass long overdue policies like paid family leave, affordable childcare, and pay equity.  The organization continues to champion public and private sector policies to support moms through its programs and thought leadership.