Pure Mama's "Worth it" campaign. | Willow & Blake

The path to parenthood isn’t always linear and Pure Mama knows that better than most. Last year, Pure Mama posted an image on social media featuring two new dads snuggling their surrogate-born baby. They immediately received a wave of negative, hateful comments. Then something beautiful happened. Pure Mama’s inbox was flooded with stories from parents around the world, each sharing their own unique path to parenthood, and thanking the brand for sharing the image. Inspired by the experience, Pure Mama came to us to turn this controversy into a campaign concept.

We created the “Worth It” campaign: a message that underlines the one thing all parents have in common, no matter their journey; it was worth it. The campaign uses real stories and real pictures from Pure Mama's community; a testament to their uniquely trusting relationship with their audience. The end result is one we're really proud of. An important message told simply and beautifully.