Do it for Mom

Natalie Madeleine Jensen, Emma Skovgaard Jørgensen, Maria Costa Mendez, Zornista Kozhuharov & Marco Ferrari

Studenteropgave: Semesterprojekt


This project concerns the commercial “Do it for Mom” belonging under the campaign “Do it for Denmark” made by Spies travelling agency. Spies travelling agency have made it their mission to promote vacations for a younger target group, with the aim of young people conceiving a child on vacation, thereby making mothers into grandmothers. Here, Spies offers “Forældrekøb Rejser” – “Travels bought by parents” – so that the parents of childless couples can invoke in them a wish and opportunity to conceive a child on vacation. The commercial “Do it for Mom” thereby provides information on these offered travels, in order for the Danish birth rate to increase, mothers to become grandmothers and secure their investment as well as Spies’ future clientele. In this project, the aim is to investigate how a younger target group - consisting of Danish as well as international individuals – perceive this commercial. Additionally, the aim is to uncover whether or not Spies have had a success with this campaign - both concerning capturing and persuading a possible target group, as well as selling more vacations.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Bachelor el. kandidat
Udgivelsesdato21 jun. 2016
VejledereHenrik Juel


  • Commercial
  • Campaign
  • Sex
  • Do it for Mom
  • Spies
  • Interviews
  • Communication