Digital Mums: Creative Work of the Week: Digital Mums grabs attention with carefully censored OOH campaign

Digital Mum's latest #WorkThatWorks campaign 'Clean Up The F Word' has been voted this weeks Creative Work of the Week, gathering votes thanks to it's risque OOH ads which play on the word 'flexibile'. Created by Iris as part of a pro-bono partnership, the push hopes to raise awareness of the benefits of working flexible hours in business. Drawing people's attention by censoring the word and placing it to resemble another familiar f word.Following research from Digital Mums showing that six out of 10 working mothers don't have access to flexible work, despite the laws being introduced over three years ago, the ad hopes to encourage people to sign a petition to the government to change how 'flexibile working' is officially defined. iris: Digital Mums 'Isn't it time you told your boss to do some f******* work?'Agency: irisClient: Digital MumsDate: September 2017Flexible work campaigner Digital Mums is today launching the next stage of its #WorkThatWorks initiative, with 'Clean Up The F Word' - a national campaign aiming to change perceptions of flexible working in business.Taking over OOH sites across the UK, the campaign on first glance seems to be censoring another well known 'F word' with questions such as 'Is today the day you ask your boss to do some f******** work?' and 'Ever thought about f******* working?'. On closer inspection, it's revealed that the topic in question isn't quite what it seems, and is in fact, talking about flexible work.A concept and campaign created by creative agency Iris as part of a pro-bono partnership with Digital Mums, 'Clean Up The F Word' aims to drive social awareness among both employees and employers about the benefits of flexible work - and encourage people to pledge their support by petitioning the government to change how 'flexible working' is officially defined.Credits: Eli Vasiliou - CreativeKat Cheeseman & Blanca Hong - DesignerLolly Morris - Design DirectorTom Park - Art DirectorGrant Hunter - Executive Creative DirectorAmy Bryson - Managing PartnerTasha Thirlby - Senior Account ManagerSophie Lewis - Head of PlanningTags: UK Loading...