Paper Plus makes it easier to say ‘I love you’ on Mother’s Day—UPDATED

Teenage boys aren’t known for showing affection toward their mothers, but Paper Plus has worked out a way to get more than just a grunt out of them. To celebrate Mother’s Day it teamed up with FCB to encourage Kiwi kids to say it with a book, and tell their mums how much they love them.

The campaign video features teenage boys attempting to answered the question “How do you tell mum she’s special?”. When they fail to do do they are asked to put it in writing in the front of a book. The result is some heart-warming messages that pull at the heartstrings of all mums.

Just how touching the messages are can be seen in the video’s comments, with a number of mums showing their support for the campaign.

The video was shared on Facebook last Tuesday and has since had over 200,00 views, over 1,000 likes and 236 shares.

FCB general manager of retail Kamran Kazalbash said he is delighted with the video’s positive reception.

“We’re stoked with the outcome of this. It’s good to show the emotional side of books, and making the client cry is a nice added bonus. So far, it’s been received extremely well.”

Paper Plus isn’t the only one encouraging people to wish their mothers happy mothers day in writing.

Earlier this year, Penguin Random House New Zealand put out the call Kiwis to submit messages, anecdotes or memories to be compiled into a special edition book Thanks Mum: A Kiwi Celebration, in time for Mother’s Day.

Messages from 8-year-olds to 80-year-olds were received, celebrating the good, the bad, friendship, hardship, laughter, loss and the plain embarrassing.

The book is now available for free, with the purchase of selected Penguin books.


Regional executive creative Director: James Mok

Executive creative director: Tony Clewett

Creative services director: Jenni Doubleday

Creative: Kimberley Torrie

Creative: Mitchell Crowe

Head of PR, activation and social: Angela Spain

Photography / director social videos: Mike Braid

Social media campaign manager: Jessica Edward

Content producer: Marijana Hart

General manager retail: Kamran Kazalbash

Account director: Hannah Downes

Account manager: Priya Prasad

Digital media director: Steph Pearson

Senior account director, PR, activation and social: Joanna James

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