Mother’s Day can be a difficult holiday for people who have experienced loss, but a new ad from American Greetings is shedding light on the ways people honor those who are gone.

Titled “Tattoo,” the Mother’s Day video follows a young woman’s experience getting her first tattoo and the special meaning behind it.

The ad is part of American Greetings’ “Give Meaning” campaign and “spotlights the special people in our lives who have passed, but never leave our heart.”

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