Client: Sismer System, Birth Assistance Research Centre.
Year: 2006
Role: Original Idea and Copywriting
Collaborators: Nicole Kenney (art direction), Pia Knight (art direction), Cosimo Bizzarri (copywriting)
Title: "Mum is always mum"
Description: The poster presents a peculiar version of the game "Find the intruder...". The question on the left asks: "One of this tummies belongs to an artificially inseminated mother, can you tell which one?". Upside-down, in the lower right corner, the solution: "“If you couldn’t discover which is the mum who has been artificially inseminated it’s because her belly, just like the others, is the fruit of a natural process and of a gesture of love. The reproduction medicine works in the field of human infertility and birth assistance to ensure every couple the right to love”. The headline refers to an Italian commonplace that states the uniqueness of the mum and turns it into the meaning that a mum that got her baby through ivf isn't different from any other mum.