Mums in Ads (MIA) has launched the $876,000 hand cream to call out the cost of parenting and raise money for not-for-profit group The Parenthood.
Reflecting the cost of motherhood in Australia, the $876,000 figure was coined based on research provided by The Parenthood and commissioned by MIA.
The campaign aims to start a conversation regarding the underrepresentation of mums in adland, with hopes to motivate employers to engage in discussion about balancing career progression with motherhood.
Bidding on the $876,000 hand cream is now open, with all proceeds going to The Parenthood to support their work in championing the policy changes necessary to support parents and carers to ensure children can thrive.
MIA co-founder Julia Spencer says: “Hand creams are, unfortunately for us mums, a bit of a go-to gift for Mother’s Day. So we thought we’d turn a gift that no mum wants into a conversation that every mum needs.”
“We doubt that the hand cream will hit its ludicrously high reserve. $876,000 is a lot of money to part with… and that’s the whole point.”
