Jergens latest campaign spotlights mothers everywhere

Mother’s Day is right around the corner, and Jergens wants to mark the special occasion.

To do just that, the brand announced the launch of its new “A Mom is a Mom” campaign, which spotlights all mothers.

A key objective of the campaign is focusing on non-traditional and under-recognized mothers, as the labor of being a mother is one done out of love, the company said.

Kicking off with a video, the campaign also looks to capture the personal motherhood journeys of a diverse group of mothers and their families, including an adoptive mother, foster mom, two moms and a transgender mom.

Select mothers also will share personal testimonials about what it means to be a mother.

In order to ensure inclusivity, Jergens worked with such key advocacy groups as GLAAD, Project Race and Voice for Adoption to vet the script and video direction, the company said.