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Society tends to pigeonhole mothers, making it seem like they only have the capacity to be caretakers and that the role fits them well.
First Abu Dhabi Bank (FAB) wanted to challenge this misconception and decided to pay a sincere tribute to all mothers on Mother’s Day (March 21), by bringing a different perspective about their role and capabilities.
The forward-driven regional bank came up with a clever idea to celebrate mothers by drawing a parallel between the life skills that all mothers naturally have and highly coveted skills in the workplace, in a video conceptualized, produced and directed by Havas Middle East.
While a survey by Bayut.com showed that 59.46% of female respondents found it challenging for moms to get back to work in the UAE, a recent study has shown that a mother’s brain is actually rewired during pregnancy and functions more efficiently post-pregnancy. In fact, another study states that nearly 29% of employers can see their employees' teamwork improve after they give birth, and 35% say their multitasking skills improve.
Throughout this film titled ‘Work like a Mom’, FAB is highlighting the fact that motherhood promotes high-performance skills that are valuable in the workplace, at home and beyond, contributing to the growth of the nation.
