SAO PAULO, BRAZIL – Figures from the World Health Organization (WHO) indicate that 1 in 6 couples have difficulty conceiving. In a world with little readily available information, restricted access to treatment, and persistent silence around the process of attempting pregnancy, people from all sorts of backgrounds and family arrangements share the same story – the desire to become mothers. In light of this still under-discussed issue, O Boticário, a Brazilian cosmetics company, is addressing the journey of hopeful mothers in its 2025 Mother’s Day campaign. In one of its largest cinematic productions to date, Boticário moves to break the silence around the topic with a sensitive approach. The company partnered with B2Mamy to produce a 4-episode video podcast featuring specialists and true stories, as well as a WhatsApp community for people trying to conceive.
On the heels of previous campaigns addressing sensitive, socially relevant topics involving motherhood, this year brings “Plans”, a 4-minute short film by AlmapBBDO set to a version of The Cranberries’ “Dreams,” which portrays the daily life of a woman imagining and planning a pregnancy while grappling with fertility issues in a series of poignant scenes. Each failed attempt at conception forces the main character to change course, reflecting a sobering statistic: while biological failures are equally distributed across genders (40% for men and women), the societal burden largely falls on women. But in the end, the message they need to hear is that they’re not alone and that love always has a plan – the concept running through the campaign as a whole. Produced by MyMama, the film, which debuted on prime-time TV, can be seen in full on YouTube and the brand’s social media.
Over the past 3 years, Boticário’s campaigns, produced alongside AlmapBBDO, have presented powerful, authentic narratives around motherhood, such as post-partum exhaustion, judgment of mothers of small children, and the turbulence of adolescence – a clear-eyed view of the challenges at the heart of the maternal journey. This year, the brand will portray the story of countless families by acknowledging the very real challenges that precede conception.
“Many women undergo the process of trying to conceive alone, which makes the pain of any eventual frustrations all the greater,” says Carolina Carrasco, director of Branding and Communications at the Boticário Group. “Our goal with this campaign is to lay out the reality of this journey, which so often doesn’t go as one might imagine – and where the first step is a woman’s dream of becoming a mother. When they encounter difficulties in becoming pregnant, many women internalize their frustration and guilt and suffer in silence. By starting the conversation, we’re able to affirm their experiences and lend support and visibility to all the people and families going through this process. The campaign film is just one imagination of the countless experiences out there; that’s why, beyond telling this one story, we’re introducing a whole variety of initiatives to support and inform women trying to conceive.”
After Boticário had settled on this powerful, little-discussed topic, the challenge of bringing it to life fell to AlmapBBDO. “This year, by addressing yet another sensitive social issue, we’re recognizing that motherhood begins with the desire to be a mother. The film makes it clear that these women aren’t alone, and that their maternal experiences come even before a positive test, as they think about names, imagine their lives together, and make plans. This is a powerful, supportive, empathetic tribute,” explains Camilla Massari, vice-president of business and client services at AlmapBBDO.
Information and care for people trying to conceive
Beyond the campaign itself, Boticário is offering trustworthy information and support to those trying to become pregnant. Alongside B2Mamy, the largest moms’ community in Brazil, the brand has provided educational content in the form of video podcasts, as well as a group on WhatsApp to serve as a safe, welcoming space for people to share their experiences. Designed to broaden the conversation, the video podcast will debut on April 18, with four 40-minute episodes in which guests discuss the main themes of the campaign. Excerpts from the program will also be published on Boticário’s official social media, as well as those of participants, boosting its reach and encouraging conversations on a variety of platforms.
With a proven track record of creating spaces for listening, belonging, and maternal empowerment, B2Mamy was crucial in ensuring that the narrative would be sensitive, representative, and have real-world impact. “A project that blends communications and social impact in practice is exactly what we believe can leave a positive legacy in the world,” says Dani Junco, the co-founder and CEO of B2Mamy. “It’s an honor to be a part of this, along with so many other women who care.”
The video podcast opens up space for an urgent conversation about the maternity journey and the challenges that women face as they try to conceive. In the first episode, “Trying to get pregnant. We need to talk about it – and why haven’t we before?,” host Dani Junco speaks to psychologist Liliana Seger and actress Mariana Rios about the social, emotional, and physiological aspects of a process all too often undergone in silence. The following episodes delve further into the topic: episode two addresses infertility, the role of the family and types of available treatment, with Dr. Melissa Cavagnoli and influencer Sheila Mattos, while episode three discusses social pressures and the importance of support networks with influencers Fernanda Terra and Aline Dini; and the fourth and final episode presents inspiring stories of maternity via adoption and egg donation, with Julyanne de Moraes and Dórian Perez broadening our perspective on the many paths to motherhood.
As an additional step, given how powerful it can be for women in similar circumstances to support one another, Boticário inaugurated a free WhatsApp group for people trying to conceive, with content curated by B2Mamy. The group, which can accommodate up to 200 participants, will be a safe space for conversation, active listening, and mutual support. Users can enter via a landing page, and the group will include daily interaction led by the brand, aimed at making the experience supportive and informative. This initiative arose from the desire to create a real support network where women trying to conceive can feel understood, supported, and, above all, less alone in this process.
“The WhatsApp support group and video podcast series with B2Mamy are key steps toward taking an invisible topic and making it the center of the conversation,” says Carolina Carrasco. “That’s how we see our role, and we’re creating authentic campaigns for Mother’s Day and other special dates that start important conversations. These issues still aren’t as widely discussed as they should be, especially by brands.”
Real women, real experiences
To be the face of its social media campaign, Boticário invited Mariana Rios, ensuring an authoritative voice on the issue, and one that could speak to a wider audience. Recently, Rios opened up about her experience attempting to conceive, opening up a conversation that allowed countless women to feel supported and seen, given that the issue tends to be practically invisible. “Mariana Rios had such a sensitive approach to the topic, given her perspective. That’s why we saw her as the ideal person to empower and represent so many women in the same situation,” says Carol Carrasco.
Beyond the campaign, with its online and offline initiatives, the brand implemented a 360° strategy with a squad of influencers who are currently attempting to conceive or have been through the process, in order to make the conversation all the more powerful.
CREDITS
Advertiser: O Boticário
Title: Plans
Product: Dates
Agency: AlmapBBDO
President and CEO: Filipe Bartholomeu
CCO: Pernil
Executive Creative Directors: Fernando Duarte and Henrique Del Lama
Creative Consultant: Becky Korich
AV Production: Diego Villas Boas, Juliana Henriques, and Julia Ramos
Client Services: Camilla Massari, Andressa Duo, Vivianne Santos, Thais Guarlotti, Julia Vasconcelos, and José Henrique Pereira
CSO: João Gabriel Fernandes
Planning: Daniela Ferrari, Julia Martins, and Giovanna Schiavon
CDMO: Rafaela Alves
Media: Francisco Custódio, Suellen Kiss, Steffany Ribeiro, Camila Lopes, Patrick Novais, and Leticia Cavalcante
Client Approval: Renata Gomide, Marcela de Masi, Carolina Carrasco, Lígia Monteiro, Mariana Fiordelice, Bibiana Veiga, Izabella Franchesci, Mayara Salgueiro, Pamella Tressino, and Rafaela Lopes
Image Production: MyMama Entertainment
Director (Hero): Kid Burro
Director (Kits): Ana Valente
Creative Assistant: Luigi Madormo
Producers: André Pinho, Mayra Faour Auad, Gabrielle Auad, and Nathalie Gautier
Executive Producer and Dir. of Coordination: João da Terra
Client Services: Rafael de Paula
Asst. Client Services: Tabata Viana
Ass. Coordinators: Paulo Marco and Gabriel Eustaquio
1st AD: Lu Camargo
2nd AD (Hero): Eloísa Mendes
2nd AD (Kits): Kelly Bill
DP: Mauricio Padilha
1st AC: Rodrigo Gonçalo
2nd AC: Carlos Puchivailo
Video Assist: Ana Torres
Logger: Germano Carvalho
Move Operator: Leonardo Silva
Drone Operator: Everton Isidro
Asst. Drone Operator: Fernanda Isidro
Gaffer: Ricardo Pirolla
Best Boy Electric: Leonardo Vendrame Cichon
Set Electricians: Carlos Henrique dos Santos
Asst Electricians: Matheus dos Santos, Ruhan Cesar de Souza and Alvaro Archanjo
Key Grip: Flavio Romão
Best Boy Grip: Kaue Kruger
Second Grip: Cleverson Gomes
Grip Assistants: Mauro Fernandes, Luiz Rodrigo Machado, Luan Weiber and Luis Ricardo Neris
DP (Kits): Russo Loyola
1st AC (Kits): Murilo Marchesi
2nd AC (Kits): Maria Milhoretto
Video Assist (Kits): Guilherme Simplicio
Logger (Kits): Marcos Dubay
Best Boy Electric (Kits): Leandro Machado
Electrician (Kits): Alberto Raulino Neto
Best Boy Grip (Kits): Harrison Fernandes
Grip Assistant (Kits): Ludson Matsuda
Line Producer: Nani Matias
Producers: Kayane Cabral and Adri Lyra
2nd Assistant Producers: Kayelle Cabral and Thais Lazzarini
Art Directors: Taissa Malouf and Rafael Blas
Art Assistants: Marco Paes and Helena Ganzert
Props Master: Daniela Chiquitido
Props Assistants: Gabriel Florez and Totto Stellfeld
Set Dresser: Rodrigo Bernardi
On-Set Dresser: Pablo Treis
Casting Producers: Alice Wolfenson, Neto Avena, Guilherme Koch, and Kadije França Akl
Acting Coach: Verônica Rodrigues
Cast – Hero: Mayara Constantino and Erica Suzuki
Cast – Kits: André Silva, Luisa Nucada, Elvis Zemenoi, Brenda Sodré, Mirian Bellizzi, Thiozer, and Asaaph do Carmo
Location Producer: Daniane de Almeida
Location Assistants: Bruna Rodrigues and Enzo Gorski
Costume Designers: Ana Paula Iadach and Bruna Alves Afonso
Costume Assistants: Maria Fronczak, Isbella Machado, Taciane Biehl, and Maria Martins Cruz
Wardrobe: Cristina Calixto and Aparecida Gomes
Makeup & Hair: Vivian de Lima Reimann
Asst. Makeup & Hair: Sabrina Nassar, Maykon Novaes, Mayara Nassar
Set PAs: Mateus Martins, Enzo Balbinot
Set PAs (Production): Carlos Bonin, Djorold Luiz, Juliana Maia Louven, Vinicius Loenan Paim, and Roni Matias
Set PAs (Art): Eduardo Monteiro Pinto,Rubens Passo, Havlyson Langer, Cristiano Prudêncio, Debiane Miyaoka, Joel Paes, Bruna Junskowski, Rayssa Martin, Enzo Assis, Ramon Veiga, Gilberto da Silveira, and Rafael Chybior
Drivers: Mario, Júnior, Joel, Piro, Neto, Cebola, and Taborda
Post-Production: Nash
VFX Supervisor: Cirilo Bonazzi
Producer: Flávia Gannam
Script Supervisor: Gabriel Bittencourt
VFX Artists: Alice Vilela, Andre Neumann, Cirilo Bonazzi, Luiz Fernando Tavares Alves, Rafael Assoni, Rafael Jimenez, andRenata Prado
3D Artists: Cirilo Bonazzi, Fagmario Rodrigues, François Puren, and Luiz Fernando Tavares
Post-Production Supervisor: Fezão Barbieri
Editor: Carol Leone
Post-Production: Diogo Beber
Post-Production Assistant: Victor Torres
Colorist: Clandestino
Audio Production: Antfood Music & Sound Design
Musical Production Directors: Lou Schmidt, Fernando Rojo, and Tiago Lins
Executive Producers: Christiane Rachel and Renato Castro
Musical Production: Lou Schmidt, Fernando Rojo, Lucas Baldin, Luis Bergmann, Tiago Lins, and Vinicius Nunes
Production Coordinators: Monique Munhoz and Pablo Mello
Post-Production: Bruno Broaska, Fabian Jorge, and Pedro Macedo
