It is often said that “Life doesn’t come with a manual, but it comes with a mother,” and we couldn’t agree more. Motherhood is a beautiful journey to embark upon, but not an easy one to tread as there are challenges and hurdles to deal with, along the way. For centuries there has been an unspoken social norm of mothers having to be responsible for all their child does – everything from nurturing to making sure that the baby grows up to be socially responsible and successful.

With its latest campaign, All Out® takes a powerful stand for mothers who are strong enough to acknowledge that they don’t know everything and are helping other Indian moms become more aware and vigilant against the threat of dengue. With the premise that one mother’s acceptance has the power to fire up other moms to be more vigilant, the campaign says that it takes a special kind of strength to admit #IDidntKnow / #MujheSabNahiPata.

In the campaign film, we see Kirti, who like many moms is strong and conditioned to believe that “Mothers know everything”.  Alas, social conditioning notwithstanding, she did not expect a mosquito could change all her beliefs. Unaware of the fact that mosquito which causes dengue can breed even in clean water, Kirti is seen breaking down while accepting #MujheSabNahiPata / #IDidntKnow when her son’s life is endangered by the deadly disease. The film also sees, celebrity mother Sonali Bendre encouraging mothers to push aside the pressures of having to know it all and share their experiences to help prepare other mothers.

Through the campaign, the brand is urging mothers across the country to share their #IDidntKnow / #MujheSabNahiPata stories and help other vigilant parents become more aware of the wellbeing and protection of their children.

Please share your story using #IDidntKnow / #MujheSabNahiPata, if you think that your story can encourage and better prepare other mothers to take care of their children.