The true story... behind Japanese children and moms

Dave McCaughan

According to the McCann "Truth about Moms" global research, Japanese mothers are shown to want a close relationship with their child, ensuring that the child "fits in" with expectations, thus reflecting well on themselves in their role as mothers.

The true story… behind Japanese children and moms

Dave McCaughanMcCann WorldGroup Asia Pacific

There is no doubt Japanese mothers, just like moms everywhere, cherish their children. Earlier this year we completed some new advertising for Johnson & Johnson's Band-Aid brand that illustrates a universal truth about that special relationship. Mothers naturally love to keep track of, take pride in and at the same time fret over every new step of their child's growing up. The first attempts to walk, the first trip to a playground, the first day at school, the first race, ballet lesson, football match are all...

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