G*FT ONE TO YA MUM
(AND SOMEONE ELSE)

Two Good Co. are a social enterprise offering job opportunities, meals and care packs to women who have survived domestic violence.

I like that their work is at a really human scale. Domestic violence is a problem that feels too large, too messy and too difficult to tackle. But Two Good is both pragmatic and sensitive; responding to what’s immediately possible.

For their 2021 Mother’s Day campaign they wanted a campaign for their two-for-one gift packs. The deal? You buy one of their lovely self-care packs for your mum and the same pack will be given to a woman in a shelter. It sounds frivolous, but a beautiful body wash or candle can be an incredible luxury for someone in transient and trying circumstances. Taking care of yourself is a small respite from tough times — and that’s true for everyone, not just survivors.

The Two Good brand is optimistic and thoughtful. They’re not into emotional ransom to advocate for their work. They already had two of their talent locked in: Oscar from Young Henrys and Matt from P&V Wine + Liquor Merchants. Both are bearded, tattoo’d, tough and love their mums.

We wouldn’t be doing the campaign justice if we didn’t ham this up.

And thus, #WHATAMOTHERLOVER was born.

It later became a finalist in AGDA’s 2021 Design Awards for design effectiveness.