The main insight on which the whole campaign was based was the concern of moms about their children's health, expressed in the phrase "Why don't you wear a hat?". And to implement it in the form of a tangible symbol, we came up with the best solution in the form of an art installation - a large knitted hat. The event campaign "Mom, I'm wearing a hat" was enriched with online activities, integrations into popular content, prize drawings and involvement of celebrities, which made it possible to reach the maximum number of audience.