Goals and objectives
It is not easy to compare the difficulty of any work, but one is for sure both the hardest and most beautiful in the world at the same time. It’s being a parent.
Deciding to become one is life-changing. A person takes on many roles – private chef, cleaner, caregiver, personal and learning assistant, and many others. That means to be a helping hand and a shoulder to cry on during every illness, milestone, love, or friendship challenge…
And everything revolves around parents, especially moms in SOS Children's Villages in small Croatian places, Lekenik and Ladimirevci. Villages belong to SOS Dječje Selo Hrvatska (SOS Children's Village Croatia), an independent non-governmental organization for social development. SOS moms are selfless parents to children who didn’t have the opportunity to grow up in a stable family with their biological parents. That means living in the village and being the backbone of the family, enabling children to grow up in a loving family. Being the mom they deserved and their safe haven for life.
In a difficult search for employees with a 24/7 job description, the organization approached us intending to hire a new mom(s). The reason for finding a new SOS mom was the retirement of the existing ones. At least finding a replacement for mom Zdenka, who cannot leave for a well-deserved retirement until she gets a replacement.
Our task was to make the hardest job in the world desirable so we started a campaign named ‘The most beautiful job in the world’.