#MakeTheCall

Shapermint, the shapewear company known for its active role in tackling controversial body confidence conversations, has shifted its significant Mother’s Day ad budget away from promoting intimates and toward spreading awareness of a very simple idea: Americans can literally save their moms' lives by not visiting them this Mother’s Day—no matter how lax social distancing restrictions are. After learning about the surge in COVID-19 cases in the UK following Boris Johnson’s March pleas for people to stay away from their moms over Mother’s Day, Shapermint released a new PSA-style video created entirely from video calls between 6 real-life mothers and daughters. The video, which received more than 8 million views across Instagram, Facebook and influential partners in its first week, is central to Shapermint’s three-week initiative, #MakeTheCall, which seeks to prevent a similar surge. Shapermint and influential partners like Tori Spelling, Kira Girard and more than 100 of its brand ambassadors are urging women to stay socially distant, but emotionally present, via video call. These aren’t just any calls, but those that will safeguard moms by giving daughters across the country a clear vision for how to protect moms—the real shapers—from COVID-19. The campaign will culminate on Mother’s Day, when women across the country #MakeTheCall to their own moms and share on social.