“Mehr-Mom” (The Delicate Wings of Mothers) is a two-part animation that we produced at Alavi Foundation`s request to promote their project of “Life Improvement for Underprivileged Mothers”. Our aim was to create content that was in line with the foundation`s corporate social responsibilities. Non-direct advertising was our chosen strategy for this campaign. The name of the brand was never mentioned during the ad`s main plot and it was only introduced in the pack shot. Non-direct advertising is most usually the go-to strategy for the campaigns such as these and it`s better not to mention the name of the brand too often. The stories best suited for these campaigns are often of romance/drama genres and must aim to engage the emotional side of the audience by implementing a dramatic tone. In this particular case, we used balloon as a symbol, representing the womb. It allowed us to talk about saddening issues like poverty and malnutrition without making it harrowing and overbearing for the audience. We used live-action animated film for these ads and contrary to its usual use, this time, live-action shots helped us to actually temper the tragic aspects of the subject, show the fetus in the womb more easily, and characterize it thoroughly.