Rockin' Mamas

Agency: VMLY&R Italy Chief Creative Officer: Francesco Andrea Poletti Creative Directors: Nicoletta Zanterino, Cinzia Caccia Copywriters: Nicoletta Zanterino, Martin Peters Ginsborg, Ali Ali, Riccardo Baita Art Directors: Cinzia Caccia, Lorenzo Croci Business Development Director: Barbara Ruscio Levi

Since 2020, European countries have been among the ones that have suffered the most serious consequences from the Covid19 outbreak, imposing continued national lockdowns. Two years later Europe is once again struggling to contain the rapid spread of infections. The pandemic shut schools and workplaces, throwing family lives into chaos with responsibilities falling mostly on mothers. According to data, in fact, since 2020 women provided twice more childcare and housework than men. The pandemic outbreak has had very serious consequences on women who have found themselves managing, basically on their own, children’s care, distance learning, remote working and home chores. All at same time, in the same place.