LinkedIn faced a clear challenge in Brazil: a large portion of its 86 million members were inactive or low-frequency users, engaging rarely and contributing little to the platform’s conversations. At the same time, important professional discussions were happening elsewhere — especially among women, who were underrepresented on the platform.

Ahead of Mother's Day, LinkedIn identified an opportunity to bring a relevant cultural conversation onto the platform. A striking insight revealed that while 1 in 2 women lose their jobs after maternity leave, this same period is one of intense skill development, comparable to an MBA.

In response, R/GA and LinkedIn created The Mom B.A., reframing maternity leave from a career gap into a moment of growth.

The campaign invited mothers to recognize and add these skills to their LinkedIn profiles, dismantling a social issue through a new platform behavior — and starting a new movement in support of mothers.

We created a clear and powerful narrative to reframe maternity leave, from a perceived career pause into a recognized period of professional growth.

The concept “The Mom B.A.” translated a complex social issue into a simple, culturally resonant idea. By equating motherhood with an MBA, the brand gave visibility and legitimacy to skills often overlooked by the job market.

This positioning extended across all touchpoints, establishing a consistent tone that was human, credible and grounded in real experiences. The result was a brand platform that not only communicated a message, but sparked recognition and identification at scale.

With zero media investment, the campaign was built to spread organically through relevance and identification. A hero film introduced the idea, contrasting the skills companies seek with those developed during motherhood. This emotional entry point sparked immediate engagement and sharing.

The campaign expanded through influencers, LinkedIn Top Voices, PR and editorial content, amplifying the conversation across platforms and into mainstream media. Content was designed to be participatory, inviting mothers and allies to share their own “Mom B.A.” experiences — turning individual stories into collective momentum.

The integrated approach transformed the campaign into a cultural movement, driving engagement both on and off LinkedIn.

“It is moving and real and important… it highlights the extra skills and tenacity moms bring to the world of work.” — Jessica Jensen*, Chief Marketing & Strategy Officer, LinkedIn

“The leave is not just a pause in one’s career, but a period of learning and growth.” — Milena Bertholdo, Marketing Director at LinkedIn Brazil