PledgeToIndulgeHer: Baileys celebrates her women crush this March

To mark this year’s International Women’s Day and Mothers’ Day celebrations, Baileys Nigeria launched a social experiment as an extension of her “Love is…”campaign tagged, “Why tell others when you can tell mum?”.The campaign was created to show that all mothers deserve to be celebrated and encourage Nigerians to make the women in their lives feel special on Mothers’ Day.

The social experiment was conducted, in concert, with a professional psychotherapist who was keen to get a broader understanding of how often we express our feelings to our Mothers.

An activity was created amongst a cross-section of Nigerians whom were invited to speak openly about their Mothers. Unknown to the participants, their Mothers were kept in a separate room listening to their child. Each child was later reunited with their parent.


The emotional video went viral with over a million impressions across hybrid and social media platforms. On Mother’s Day, the official #pledgetoindulge accompanied several messages on social media. Furthermore, Nigerians took to Thunderclap;”a crowd speaking platform” to #pledgetoindulge their mothers.

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